Optimal control strategies for an advertisement viral diffusion

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

doi:10.1007/978-3-319-71583-4_10

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 proceeding › Conference contribution › peer-review

2 Citations (Scopus)

Abstract

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 language	English
Title of host publication	Operational Research
Subtitle of host publication	IO2017, Valença, Portugal, june 28-30
Editors	A. Ismael F. Vaz, João Paulo Almeida, José Fernando Oliveira, Alberto Adrego Pinto
Publisher	Springer New York LLC
Pages	135-149
Number of pages	15
ISBN (Print)	9783319715827
DOIs	https://doi.org/10.1007/978-3-319-71583-4_10
Publication status	Published - 2018
Externally published	Yes
Event	18th Congress of APDIO - Instituto Politécnico de Viana do Castelo, Valença, Portugal Duration: 28 Jun 2017 → 30 Jun 2017

Publication series

Name	Springer Proceedings in Mathematics and Statistics
Volume	223
ISSN (Print)	2194-1009
ISSN (Electronic)	2194-1017

Conference

Conference	18th Congress of APDIO
Country/Territory	Portugal
City	Valença
Period	28/06/17 → 30/06/17

Keywords

Optimal control theory
Viral marketing
SIR epidemiological model
Information diffusion strategies

Access to Document

10.1007/978-3-319-71583-4_10

Cite this

Gonçalves, J. N. C., Rodrigues, H. S., & Monteiro, M. T. T. (2018). Optimal control strategies for an advertisement viral diffusion. In A. I. F. Vaz, J. P. Almeida, J. F. Oliveira, & A. A. Pinto (Eds.), Operational Research: IO2017, Valença, Portugal, june 28-30 (pp. 135-149). (Springer Proceedings in Mathematics and Statistics; Vol. 223). Springer New York LLC. https://doi.org/10.1007/978-3-319-71583-4_10

Gonçalves, João N. C. ; Rodrigues, Helena Sofia ; Monteiro, M. Teresa T. / Optimal control strategies for an advertisement viral diffusion. Operational Research: IO2017, Valença, Portugal, june 28-30. editor / A. Ismael F. Vaz ; João Paulo Almeida ; José Fernando Oliveira ; Alberto Adrego Pinto. Springer New York LLC, 2018. pp. 135-149 (Springer Proceedings in Mathematics and Statistics).

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title = "Optimal control strategies for an advertisement viral diffusion",

abstract = "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.",

keywords = "Optimal control theory, Viral marketing, SIR epidemiological model, Information diffusion strategies",

author = "Gon{\c c}alves, {Jo{\~a}o N. C.} and Rodrigues, {Helena Sofia} and Monteiro, {M. Teresa T.}",

note = "Publisher Copyright: {\textcopyright} Springer International Publishing AG 2018.; 18th Congress of APDIO ; Conference date: 28-06-2017 Through 30-06-2017",

year = "2018",

doi = "10.1007/978-3-319-71583-4_10",

language = "English",

isbn = "9783319715827",

series = "Springer Proceedings in Mathematics and Statistics",

publisher = "Springer New York LLC",

pages = "135--149",

editor = "Vaz, {A. Ismael F.} and Almeida, {Jo{\~a}o Paulo} and Oliveira, {Jos{\'e} Fernando} and Pinto, {Alberto Adrego}",

booktitle = "Operational Research",

}

Gonçalves, JNC, Rodrigues, HS & Monteiro, MTT 2018, Optimal control strategies for an advertisement viral diffusion. in AIF Vaz, JP Almeida, JF Oliveira & AA Pinto (eds), Operational Research: IO2017, Valença, Portugal, june 28-30. Springer Proceedings in Mathematics and Statistics, vol. 223, Springer New York LLC, pp. 135-149, 18th Congress of APDIO, Valença, Portugal, 28/06/17. https://doi.org/10.1007/978-3-319-71583-4_10

Optimal control strategies for an advertisement viral diffusion. / Gonçalves, João N. C.; Rodrigues, Helena Sofia; Monteiro, M. Teresa T.
Operational Research: IO2017, Valença, Portugal, june 28-30. ed. / A. Ismael F. Vaz; João Paulo Almeida; José Fernando Oliveira; Alberto Adrego Pinto. Springer New York LLC, 2018. p. 135-149 (Springer Proceedings in Mathematics and Statistics; Vol. 223).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Optimal control strategies for an advertisement viral diffusion

AU - Gonçalves, João N. C.

AU - Rodrigues, Helena Sofia

AU - Monteiro, M. Teresa T.

N1 - Publisher Copyright: © Springer International Publishing AG 2018.

PY - 2018

Y1 - 2018

N2 - 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.

AB - 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.

KW - Optimal control theory

KW - Viral marketing

KW - SIR epidemiological model

KW - Information diffusion strategies

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DO - 10.1007/978-3-319-71583-4_10

M3 - Conference contribution

AN - SCOPUS:85042540421

SN - 9783319715827

T3 - Springer Proceedings in Mathematics and Statistics

SP - 135

EP - 149

BT - Operational Research

A2 - Vaz, A. Ismael F.

A2 - Almeida, João Paulo

A2 - Oliveira, José Fernando

A2 - Pinto, Alberto Adrego

PB - Springer New York LLC

T2 - 18th Congress of APDIO

Y2 - 28 June 2017 through 30 June 2017

ER -

Optimal control strategies for an advertisement viral diffusion

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