{"title":"Profit Maximization in Online Influencer Marketing From the Perspective of Modified Agent-Based Modeling","authors":"Liman Du;Wenguo Yang;Suixiang Gao","doi":"10.1109/TCSS.2024.3395627","DOIUrl":null,"url":null,"abstract":"To provide a new perspective for understanding the dynamics of advertising campaigns in online influencer marketing (OIM), this article proposes the modified agent-based (MAB) model. As an extension of the existing agent-based model, it takes into account some important factors such as influencer avoidance and product competition and modifies some existing parameters to provide a more realistic approach for simulating marketing campaigns. Based on it, we define a novel set function named as dual-profit function. It is proven to be nonsubmodular and nonsupermodular. The dual-profit maximization (DPM) problem which regards dual-profit function as its objective function and the DPM algorithm used to address DPM problem is proposed. The influence of several parameters is evaluated through experiments conducted on real-world datasets.","PeriodicalId":13044,"journal":{"name":"IEEE Transactions on Computational Social Systems","volume":"11 5","pages":"6501-6512"},"PeriodicalIF":4.5000,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"IEEE Transactions on Computational Social Systems","FirstCategoryId":"94","ListUrlMain":"https://ieeexplore.ieee.org/document/10559622/","RegionNum":2,"RegionCategory":"计算机科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMPUTER SCIENCE, CYBERNETICS","Score":null,"Total":0}
引用次数: 0
Abstract
To provide a new perspective for understanding the dynamics of advertising campaigns in online influencer marketing (OIM), this article proposes the modified agent-based (MAB) model. As an extension of the existing agent-based model, it takes into account some important factors such as influencer avoidance and product competition and modifies some existing parameters to provide a more realistic approach for simulating marketing campaigns. Based on it, we define a novel set function named as dual-profit function. It is proven to be nonsubmodular and nonsupermodular. The dual-profit maximization (DPM) problem which regards dual-profit function as its objective function and the DPM algorithm used to address DPM problem is proposed. The influence of several parameters is evaluated through experiments conducted on real-world datasets.
期刊介绍：
IEEE Transactions on Computational Social Systems focuses on such topics as modeling, simulation, analysis and understanding of social systems from the quantitative and/or computational perspective. "Systems" include man-man, man-machine and machine-machine organizations and adversarial situations as well as social media structures and their dynamics. More specifically, the proposed transactions publishes articles on modeling the dynamics of social systems, methodologies for incorporating and representing socio-cultural and behavioral aspects in computational modeling, analysis of social system behavior and structure, and paradigms for social systems modeling and simulation. The journal also features articles on social network dynamics, social intelligence and cognition, social systems design and architectures, socio-cultural modeling and representation, and computational behavior modeling, and their applications.
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