Increasing coverage of information spreading in social networks with supporting seeding

Abstract

Campaigns based on information spreading processes within online networks have become a key feature of marketing landscapes. Most research in the field has concentrated on propagation models and improving seeding strategies as a way to increase coverage. Proponents of such research usually assume selection of seed set and the initialization of the process without any additional support in following stages. The approach presented in this paper shows how initiation by seed set process can be supported by selection and activation of additional nodes within network. The relationship between the number of additional activations and the size of initial seed set is dependent on network structures and propagation parameters with the highest performance observed for networks with low average degree and smallest propagation probability in a chosen model.