An Integrated Framework for Competitive Multi-channel Marketing of Multi-featured Products
Paper i 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.

Social Advertisement

Budget Allocation

Product Features

Mass Media

Viral Marketing

Social Networks

Författare

Swapnil Vilas Dhamal

Chalmers, Rymd-, geo- och miljövetenskap, Fysisk resursteori, Fysisk resursteori 2

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,

Styrkeområden

Informations- och kommunikationsteknik

Ämneskategorier

Socialantropologi

Medievetenskap

Kommunikationsvetenskap

DOI

10.1109/COMSNETS.2019.8711441

Mer information

Senast uppdaterat

2020-10-13