A Simplified Mobile Advertising Model to Study Advertising Spreading through Personal Social Networks and Branded Apps

Abstract

Research on mobile advertising has evolved considerably over the last few years. However, several under-researched topics remain, including mobile advertising spreading by leveraging users’ personal social networks. The present research addresses this gap by proposing a model for studying advertising spreading through personal networks using a viral approach and branded apps. The proposed model simulation suggests that the influence of spreader users’ percentage in ad spreading was significant, but increasing it beyond 20% did not impact the spreading growth. Additionally, including user privacy perception in the model positively affected spreading by increasing advertising propagation risk.