Search results for "Information cascade"

Analysis of Viral Advertisement Re-Posting Activity in Social Media

2016

More and more businesses use social media to advertise their services. Such businesses typically maintain online social network accounts and regularly update their pages with advertisement messages describing new products and promotions. One recent trend in such businesses’ activity is to offer incentives to individual users for re-posting the advertisement messages to their own profiles, thus making it visible to more and more users. A common type of an incentive puts all the re-posting users into a random draw for a valuable gift. Understanding the dynamics of user engagement into the re-posting activity can shed light on social influence mechanisms and help determine the optimal incentiv…