Mining Social Networks for Viral Marketing Using Fuzzy Logic

Abstract

Viral marketing has been one of the favorite strategies for marketers to achieve deeper market penetration. As such, viral marketing like recommendation network based marketing depends on the dynamics of the social influential interaction. The dynamics of the recommendations in social networks and their impact on the desired outcome in the form of purchase decisions can be studied as per the theory of local interaction games. This paper tries to explore the effects of various parameters on such outcomes and proposes a model for studying these interactions incorporating the game theory based models and the fuzzy logic.