The Dynamics of Viral Marketing

@article{Leskovec2006TheDO,
  title={The Dynamics of Viral Marketing},
  author={Jure Leskovec and Lada A. Adamic and Bernardo A. Huberman},
  journal={TWEB},
  year={2006},
  volume={1},
  pages={5}
}
We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which we explain by a simple stochastic model. We analyze how user behavior varies within user communities defined by a recommendation network. Product purchases follow a ‘long tail’ where a significant share of purchases belongs to rarely sold items. We establish… CONTINUE READING
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