An Integrated Framework for Competitive Multi-channel Marketing of Multi-featured Products
Paper in proceeding, 2019

For any company, multiple channels are available for reaching a population in order to market its products. Some of the most well-known channels are (a) mass media advertisement, (b) recommendations using social advertisement, and (c) viral marketing using social networks. The company would want to maximize its reach while also accounting for simultaneous marketing of competing products, where the product marketings may not be independent. In this direction, we propose and analyze a multi-featured generalization of the classical linear threshold model. We hence develop a framework for integrating the considered marketing channels into the social network, and an approach for allocating budget among these channels.

Mass Media

Budget Allocation

Product Features

Social Networks

Viral Marketing

Social Advertisement

Author

Swapnil Vilas Dhamal

Institut National de Recherche en Informatique et en Automatique (INRIA)

COMSNETS 2019 - Proceedings of the 11th International Conference on Communication Systems & Networks

391-394

11th International Conference on Communication Systems & Networks, COMSNETS 2019
Bangalore, India,

Areas of Advance

Information and Communication Technology

Subject Categories

Social Anthropology

Media Studies

Communication Studies

DOI

10.1109/COMSNETS.2019.8711441

More information

Latest update

9/25/2023