Digital Marketing of Social Networks as a Factor for Sustainable Business Development During the Covid-19 Pandemic

Popova, O. I.; Gagarina, Nafisa; Minina, T. B.; Holodilov, A. A.

doi:10.2991/assehr.k.220106.045

Cited by 1 publication

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“…With the commercial effect of viral marketing and word-of-mouth marketing, social networks are regarded as a medium for propagating information, ideas and influence between nodes [1][2][3][4]. The propagated influence of information propagation in social networks, which use the behavior of user information propagation in social networks to evaluate propagated influence and find the key nodes in order to achieve the greatest influence on social networks during the propagation of these nodes [1,5], is a hot research area [1,[5][6][7][8][9].…”

Section: Introductionmentioning

confidence: 99%

A New BAT and PageRank Algorithm for Propagation Probability in Social Networks

et al. 2022

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Social networks have increasingly become important and popular in modern times. Moreover, the influence of social networks plays a vital role in various organizations, including government organizations, academic research organizations and corporate organizations. Therefore, strategizing the optimal propagation strategy in social networks has also become more important. Increasing the precision of evaluating the propagation probability of social networks can indirectly influence the investment of cost, manpower and time for information propagation to achieve the best return. This study proposes a new algorithm, which includes a scale-free network, Barabási–Albert model, binary-addition tree (BAT) algorithm, PageRank algorithm, Personalized PageRank algorithm and a new BAT algorithm to calculate the propagation probability of social networks. The results obtained after implementing the simulation experiment of social network models show that the studied model and the proposed algorithm provide an effective method to increase the efficiency of information propagation in social networks. In this way, the maximum propagation efficiency is achieved with the minimum investment.

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