从基于代理的修正模型角度看网络影响者营销的利润最大化

IF 4.5 2区计算机科学 Q1 COMPUTER SCIENCE, CYBERNETICS

IEEE Transactions on Computational Social Systems Pub Date : 2024-06-17 DOI:10.1109/TCSS.2024.3395627

Liman Du;Wenguo Yang;Suixiang Gao

{"title":"从基于代理的修正模型角度看网络影响者营销的利润最大化","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":"{\"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}","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

摘要

为了提供一个新的视角来理解在线影响者营销（OIM）中的广告活动动态，本文提出了基于代理的修正模型（MAB）。作为对现有基于代理的模型的扩展，该模型考虑了一些重要因素，如影响者回避和产品竞争，并修改了一些现有参数，为模拟营销活动提供了一种更真实的方法。在此基础上，我们定义了一种名为双利润函数的新型集合函数。它被证明是非次模态和非上模态的。我们提出了以双利润函数为目标函数的双利润最大化（DPM）问题，以及用于解决 DPM 问题的 DPM 算法。通过在真实世界数据集上进行实验，评估了几个参数的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Profit Maximization in Online Influencer Marketing From the Perspective of Modified Agent-Based Modeling

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.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

IEEE Transactions on Computational Social Systems Social Sciences-Social Sciences (miscellaneous)

CiteScore

10.00

自引率

20.00%

发文量

316

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.