A 2020 perspective on “Predicting the influence of viral messages for VM campaigns on Weibo”

作者：

Highlights：

• Exploring the massive and diversified data in SNs contributes to successful VM campaigns.

• The significant features embedded in images and videos should be extracted to predict IVMs accurately.

• It is appropriate to consider the influence of the viral message itself and its derivatives to predict IVMs well.

• Identifying communities where users have similar preferences or interests contributes to well-targeted VM campaigns.

摘要

•Exploring the massive and diversified data in SNs contributes to successful VM campaigns.•The significant features embedded in images and videos should be extracted to predict IVMs accurately.•It is appropriate to consider the influence of the viral message itself and its derivatives to predict IVMs well.•Identifying communities where users have similar preferences or interests contributes to well-targeted VM campaigns.

论文关键词：Data mining,Seeding strategies,Social networks,Viral marketing

论文评审过程：Received 29 January 2020, Revised 3 February 2020, Accepted 4 February 2020, Available online 5 February 2020, Version of Record 13 February 2020.

论文官网地址：https://doi.org/10.1016/j.elerap.2020.100949