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Conference Paper: Pricing game of celebrities in sponsored viral marketing in online social networks with a greedy advertising platform

TitlePricing game of celebrities in sponsored viral marketing in online social networks with a greedy advertising platform
Authors
Issue Date2016
PublisherIEEE. The Journal's web site is located at http://www.ieeexplore.ieee.org/xpl/conhome.jsp?punumber=1000104
Citation
The 2016 IEEE International Conference on Communications (ICC 2016), Kuala Lumpur, Malaysia, 22-27 May 2016. In Conference Proceedings, 2016 How to Cite?
AbstractWhile the influence maximization problem (IMP) which studies how to trigger a large cascade in Online Social Networks (OSNs) by properly selecting seed nodes has been extensively studied in the past decade, one important and practical issue on how these seed nodes or celebrities will get paid for promoting cascades is seldom addressed. In order to get selected by the advertising platform and to maximize his/her own utility, it is natural for each celebrity to determine his/her price of promoting cascades based on other celebrities' decisions and his/her power of influence. In this paper, we formulate the problem of determining prices by celebrities as a pricing game, with celebrities as players. We show that celebrity selection by the advertising platform is NP-hard, and assume that the advertising platform will adopt the simple greedy algorithm that is widely used in IMP. Under this assumption, we study the pure Nash equilibrium of the pricing game among celebrities. In particular, we prove that while equilibrium exists and is unique when there are only two or three players, the equilibrium is not guaranteed to exist in cases of four or more players. © 2016 IEEE.
Persistent Identifierhttp://hdl.handle.net/10722/232298
ISBN
ISSN

 

DC FieldValueLanguage
dc.contributor.authorLu, Z-
dc.contributor.authorZhou, H-
dc.contributor.authorLi, VOK-
dc.contributor.authorLong, Y-
dc.date.accessioned2016-09-20T05:29:03Z-
dc.date.available2016-09-20T05:29:03Z-
dc.date.issued2016-
dc.identifier.citationThe 2016 IEEE International Conference on Communications (ICC 2016), Kuala Lumpur, Malaysia, 22-27 May 2016. In Conference Proceedings, 2016-
dc.identifier.isbn978-147996664-6-
dc.identifier.issn1550-3607-
dc.identifier.urihttp://hdl.handle.net/10722/232298-
dc.description.abstractWhile the influence maximization problem (IMP) which studies how to trigger a large cascade in Online Social Networks (OSNs) by properly selecting seed nodes has been extensively studied in the past decade, one important and practical issue on how these seed nodes or celebrities will get paid for promoting cascades is seldom addressed. In order to get selected by the advertising platform and to maximize his/her own utility, it is natural for each celebrity to determine his/her price of promoting cascades based on other celebrities' decisions and his/her power of influence. In this paper, we formulate the problem of determining prices by celebrities as a pricing game, with celebrities as players. We show that celebrity selection by the advertising platform is NP-hard, and assume that the advertising platform will adopt the simple greedy algorithm that is widely used in IMP. Under this assumption, we study the pure Nash equilibrium of the pricing game among celebrities. In particular, we prove that while equilibrium exists and is unique when there are only two or three players, the equilibrium is not guaranteed to exist in cases of four or more players. © 2016 IEEE.-
dc.languageeng-
dc.publisherIEEE. The Journal's web site is located at http://www.ieeexplore.ieee.org/xpl/conhome.jsp?punumber=1000104-
dc.relation.ispartofIEEE International Conference on Communications Proceedings-
dc.rightsIEEE International Conference on Communications Proceedings. Copyright © IEEE.-
dc.rights©2016 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.-
dc.titlePricing game of celebrities in sponsored viral marketing in online social networks with a greedy advertising platform-
dc.typeConference_Paper-
dc.identifier.emailLi, VOK: vli@eee.hku.hk-
dc.identifier.authorityLi, VOK=rp00150-
dc.description.natureLink_to_subscribed_fulltext-
dc.identifier.doi10.1109/ICC.2016.7511396-
dc.identifier.scopuseid_2-s2.0-84981332955-
dc.identifier.hkuros265245-
dc.publisher.placeUnited States-
dc.customcontrol.immutablesml 161003-

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