{
  "id": "2403.19903",
  "version": "v1",
  "published": "2024-03-29T01:07:07.000Z",
  "updated": "2024-03-29T01:07:07.000Z",
  "title": "Keeping Up With the Winner! Targeted Advertisement to Communities in Social Networks",
  "authors": [
    "Shailaja Mallick",
    "Vishwaraj Doshi",
    "Do Young Eun"
  ],
  "comment": "To appear in the Proceedings of AAAI ICWSM 2024",
  "categories": [
    "eess.SY",
    "cs.SI",
    "cs.SY"
  ],
  "abstract": "When a new product enters a market already dominated by an existing product, will it survive along with this dominant product? Most of the existing works have shown the coexistence of two competing products spreading/being adopted on overlaid graphs with same set of users. However, when it comes to the survival of a weaker product on the same graph, it has been established that the stronger one dominates the market and wipes out the other. This paper makes a step towards narrowing this gap so that a new/weaker product can also survive along with its competitor with a positive market share. Specifically, we identify a locally optimal set of users to induce a community that is targeted with advertisement by the product launching company under a given budget constraint. To this end, we model the system as competing Susceptible-Infected-Susceptible (SIS) epidemics and employ perturbation techniques to quantify and attain a positive market share in a cost-efficient manner. Our extensive simulation results with real-world graph dataset show that with our choice of target users, a new product can establish itself with positive market share, which otherwise would be dominated and eventually wiped out of the competitive market under the same budget constraint.",
  "revisions": [
    {
      "version": "v1",
      "updated": "2024-03-29T01:07:07.000Z"
    }
  ],
  "analyses": {
    "keywords": [
      "social networks",
      "positive market share",
      "targeted advertisement",
      "budget constraint",
      "employ perturbation techniques"
    ],
    "note": {
      "typesetting": "TeX",
      "pages": 0,
      "language": "en",
      "license": "arXiv",
      "status": "editable"
    }
  }
}