The Dynamics of Viral Marketing (2005)
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| Venue: | In EC ’06: Proceedings of the 7th ACM conference on Electronic commerce |
| Citations: | 137 - 27 self |
BibTeX
@INPROCEEDINGS{Leskovec05thedynamics,
author = {Jure Leskovec and Lada Adamic and Bernardo Huberman},
title = {The Dynamics of Viral Marketing},
booktitle = {In EC ’06: Proceedings of the 7th ACM conference on Electronic commerce},
year = {2005},
pages = {228--237},
publisher = {ACM Press}
}
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Abstract
We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observed the propagation of recommendations and the cascade sizes, which can be explained by a stochastic model. We then established how the recommendation network grows over time and how e#ective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommendations are not very e#ective at inducing purchases and do not spread very far, there are product and pricing categories for which viral marketing seems to be very e#ective.
