Optimal control strategies for an advertisement viral diffusion

João N.C. Gonçalves*, Helena Sofia Rodrigues, M. Teresa T. Monteiro

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)


The process of diffusing viral marketing campaigns through social networks can be modeled under concepts of mathematical epidemiology. Based on a Susceptible-Infected-Recovered (SIR) epidemiological model, the benefits of optimal control theory on the diffusion of a real viral advertisement are studied. Two optimal control strategies that could help marketers to maximize the spread of information and minimize the costs associated to it in optimal time windows are analyzed and compared. The uniqueness of optimality system is proved. Numerical simulations show that high investment costs in publicity strategies do not imply high overall levels of information diffusion. This paper contributes to the current literature by studying a viral marketing campaign using real numerical data.

Original languageEnglish
Title of host publicationOperational Research - IO2017
EditorsAlberto Adrego Pinto, Jose Fernando Oliveira, A. Ismael F. Vaz, Joao Paulo Almeida
PublisherSpringer New York LLC
Number of pages15
ISBN (Print)9783319715827
Publication statusPublished - 2018
Externally publishedYes
Event18th Congress of APDIO, the Portuguese Association of Operational Research, 2017 - Valenca, Portugal
Duration: 28 Jun 201730 Jun 2017

Publication series

NameSpringer Proceedings in Mathematics and Statistics
ISSN (Print)2194-1009
ISSN (Electronic)2194-1017


Conference18th Congress of APDIO, the Portuguese Association of Operational Research, 2017


  • Information diffusion strategies
  • Optimal control theory
  • SIR epidemiological model
  • Viral marketing


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