An ISmSnR Marketing Information Spreading Model in Online Social Networks Considering Spammer Existence

Special Issues Editor (Nottingham Tent University, United Kingdom (Great Britain))

Modeling information spreading with spammer consideration is becoming increasingly important, since spammers can interfere individuals' online shopping decisions. To solve this problem, an Ignorants-Spammers-Spreaders-Stiflers (ISmSnR) model in this paper, which extends the classical Susceptible-Infected-Removed (SIR) rumor spreading model by spiting the spreaders into spammers and normal spreaders and defining the infectious probabilities as functions of user influence. Then, a mean-field equation that describes the dynamics of the ISmSnR model is derived. Besides, a steady-state analysis is conducted to analyze the stability of the equilibrium solutions. Furthermore, numerical study is conducted to investigate the final information spreading size under different initial conditions, groups' user influence, decay rates, and average degree of the network. The results based on a numerical study show that: 1) the information diffusion of marketing under spammer existence shows a normal spreading trend as other circumstances, which is without spammers; 2) the number of the initial seeds, the average degree, the groups' user influence and the decay rates not only can affect the spreading size of the information diffusion, but also can affect the spreading speed and period. Those findings offer a preliminary implication to marketing managers on how they can increase their promotional profit through online networking marketing, and also provides a novel approach to predict the information diffusion process.

Journal: International Journal of Simulation: Systems, Science & Technology, IJSSST V17

Published: Jul 14, 2016

DOI: 10.5013/IJSSST.a.17.26.18