Influencers characterization in a social network for viral marketing perspectives

Résumé

The Viral Marketing is a relatively new form of marketing that exploits social networks in order to promote a product, a brand, etc. It is based on the influence that exerts one user on another. The influence maximization is the scientific problem for the Viral Marketing. In fact, its main purpose is to select a set of influential users that could adopt the product and trigger a large cascade of influence and adoptions through the network. In this thesis, we propose two evidential influence maximization models for social networks. The proposed approach uses the theory of belief functions to estimate users influence. Furthermore, we introduce an influence measure that fuses many influence aspects, like the importance of the user in the network and the popularity of his messages. Next, we propose three Viral Marketing scenarios. For each scenario we introduce two influence measures. The first scenario is about influencers having a positive opinion about the product. The second scenario searches for influencers having a positive opinion and influence positive opinion users and the last scenario looks for influencers having a positive opinion and influence negative opinion users. On the other hand, we turned to another important problem which is about the prediction of the social message topic. Indeed, the topic is also an important parameter in the influence maximization problem. For this purpose, we introduce four classification algorithms that do not need the content of the message to classify it, they just need its propagation traces. In our experiments, we compare the proposed solutions to existing ones and we show the performance of the proposed influence maximization solutions and the proposed classifiers.

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