{"id":"https://openalex.org/W3166450305","doi":"https://doi.org/10.1109/tcss.2022.3140779","title":"Modeling Influencer Marketing Campaigns in Social Networks","display_name":"Modeling Influencer Marketing Campaigns in Social Networks","publication_year":2022,"publication_date":"2022-01-21","ids":{"openalex":"https://openalex.org/W3166450305","doi":"https://doi.org/10.1109/tcss.2022.3140779","mag":"3166450305"},"language":"en","primary_location":{"id":"doi:10.1109/tcss.2022.3140779","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tcss.2022.3140779","pdf_url":null,"source":{"id":"https://openalex.org/S2490693980","display_name":"IEEE Transactions on Computational Social Systems","issn_l":"2329-924X","issn":["2329-924X","2373-7476"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Computational Social Systems","raw_type":"journal-article"},"type":"article","indexed_in":["arxiv","crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://arxiv.org/pdf/2106.01750","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5021353144","display_name":"Ronak Doshi","orcid":"https://orcid.org/0000-0003-2443-2353"},"institutions":[{"id":"https://openalex.org/I181514455","display_name":"International Institute of Information Technology Bangalore","ror":"https://ror.org/05h9eqy10","country_code":"IN","type":"education","lineage":["https://openalex.org/I181514455"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Ronak Doshi","raw_affiliation_strings":["International Institute of Information Technology at Bangalore, Karnataka, Bengaluru, India"],"raw_orcid":"https://orcid.org/0000-0003-2443-2353","affiliations":[{"raw_affiliation_string":"International Institute of Information Technology at Bangalore, Karnataka, Bengaluru, India","institution_ids":["https://openalex.org/I181514455"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5020133346","display_name":"Ajay Ramesh","orcid":"https://orcid.org/0000-0001-5437-8875"},"institutions":[{"id":"https://openalex.org/I181514455","display_name":"International Institute of Information Technology Bangalore","ror":"https://ror.org/05h9eqy10","country_code":"IN","type":"education","lineage":["https://openalex.org/I181514455"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Ajay Ramesh","raw_affiliation_strings":["International Institute of Information Technology at Bangalore, Karnataka, Bengaluru, India"],"raw_orcid":"https://orcid.org/0000-0003-0921-7188","affiliations":[{"raw_affiliation_string":"International Institute of Information Technology at Bangalore, Karnataka, Bengaluru, India","institution_ids":["https://openalex.org/I181514455"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5055571512","display_name":"Shrisha Rao","orcid":"https://orcid.org/0000-0003-0625-5103"},"institutions":[{"id":"https://openalex.org/I181514455","display_name":"International Institute of Information Technology Bangalore","ror":"https://ror.org/05h9eqy10","country_code":"IN","type":"education","lineage":["https://openalex.org/I181514455"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Shrisha Rao","raw_affiliation_strings":["International Institute of Information Technology at Bangalore, Karnataka, Bengaluru, India"],"raw_orcid":"https://orcid.org/0000-0003-0625-5103","affiliations":[{"raw_affiliation_string":"International Institute of Information Technology at Bangalore, Karnataka, Bengaluru, India","institution_ids":["https://openalex.org/I181514455"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I181514455"],"apc_list":null,"apc_paid":null,"fwci":3.6608,"has_fulltext":false,"cited_by_count":37,"citation_normalized_percentile":{"value":0.93747662,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":100},"biblio":{"volume":"10","issue":"1","first_page":"322","last_page":"334"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10064","display_name":"Complex Network Analysis Techniques","score":0.998199999332428,"subfield":{"id":"https://openalex.org/subfields/3109","display_name":"Statistical and Nonlinear Physics"},"field":{"id":"https://openalex.org/fields/31","display_name":"Physics and Astronomy"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10064","display_name":"Complex Network Analysis Techniques","score":0.998199999332428,"subfield":{"id":"https://openalex.org/subfields/3109","display_name":"Statistical and Nonlinear Physics"},"field":{"id":"https://openalex.org/fields/31","display_name":"Physics and Astronomy"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9970999956130981,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12592","display_name":"Opinion Dynamics and Social Influence","score":0.9961000084877014,"subfield":{"id":"https://openalex.org/subfields/3109","display_name":"Statistical and Nonlinear Physics"},"field":{"id":"https://openalex.org/fields/31","display_name":"Physics and Astronomy"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"Influencer marketing","score":0.9673676490783691},{"id":"https://openalex.org/keywords/popularity","display_name":"Popularity","score":0.6193768382072449},{"id":"https://openalex.org/keywords/variety","display_name":"Variety (cybernetics)","score":0.579574465751648},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.5414455533027649},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.5314561128616333},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.4647262692451477},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.44328057765960693},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.4098118543624878},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.32182127237319946},{"id":"https://openalex.org/keywords/relationship-marketing","display_name":"Relationship marketing","score":0.18605101108551025},{"id":"https://openalex.org/keywords/marketing-management","display_name":"Marketing management","score":0.1298811435699463},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.09657338261604309},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.0903838574886322},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.08295661211013794}],"concepts":[{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.9673676490783691},{"id":"https://openalex.org/C2780586970","wikidata":"https://www.wikidata.org/wiki/Q1357284","display_name":"Popularity","level":2,"score":0.6193768382072449},{"id":"https://openalex.org/C136197465","wikidata":"https://www.wikidata.org/wiki/Q1729295","display_name":"Variety (cybernetics)","level":2,"score":0.579574465751648},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5414455533027649},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5314561128616333},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4647262692451477},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.44328057765960693},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4098118543624878},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.32182127237319946},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.18605101108551025},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.1298811435699463},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.09657338261604309},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0903838574886322},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.08295661211013794},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1109/tcss.2022.3140779","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tcss.2022.3140779","pdf_url":null,"source":{"id":"https://openalex.org/S2490693980","display_name":"IEEE Transactions on Computational Social Systems","issn_l":"2329-924X","issn":["2329-924X","2373-7476"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Computational Social Systems","raw_type":"journal-article"},{"id":"pmh:oai:arXiv.org:2106.01750","is_oa":true,"landing_page_url":"http://arxiv.org/abs/2106.01750","pdf_url":"https://arxiv.org/pdf/2106.01750","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"}],"best_oa_location":{"id":"pmh:oai:arXiv.org:2106.01750","is_oa":true,"landing_page_url":"http://arxiv.org/abs/2106.01750","pdf_url":"https://arxiv.org/pdf/2106.01750","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"},"sustainable_development_goals":[{"score":0.4099999964237213,"id":"https://metadata.un.org/sdg/8","display_name":"Decent work and economic growth"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":45,"referenced_works":["https://openalex.org/W19838944","https://openalex.org/W426194329","https://openalex.org/W1534539087","https://openalex.org/W1541974379","https://openalex.org/W1565898936","https://openalex.org/W1971842701","https://openalex.org/W2003214231","https://openalex.org/W2004770894","https://openalex.org/W2041157860","https://openalex.org/W2041707755","https://openalex.org/W2042123098","https://openalex.org/W2053105309","https://openalex.org/W2056609785","https://openalex.org/W2083689991","https://openalex.org/W2093393182","https://openalex.org/W2112090702","https://openalex.org/W2132022337","https://openalex.org/W2155461593","https://openalex.org/W2258622476","https://openalex.org/W2331542722","https://openalex.org/W2333932353","https://openalex.org/W2402962589","https://openalex.org/W2468691501","https://openalex.org/W2505893858","https://openalex.org/W2789376897","https://openalex.org/W2790150630","https://openalex.org/W2792550408","https://openalex.org/W2795857897","https://openalex.org/W2797206640","https://openalex.org/W2883504765","https://openalex.org/W2902179503","https://openalex.org/W2908143474","https://openalex.org/W2947920467","https://openalex.org/W2956377763","https://openalex.org/W2978422749","https://openalex.org/W3092304629","https://openalex.org/W3199611057","https://openalex.org/W4231413695","https://openalex.org/W4232212779","https://openalex.org/W4232455003","https://openalex.org/W4238210511","https://openalex.org/W4252450721","https://openalex.org/W6633627657","https://openalex.org/W6634264458","https://openalex.org/W6683180375"],"related_works":["https://openalex.org/W2748952813","https://openalex.org/W2368605798","https://openalex.org/W4297998858","https://openalex.org/W3032906336","https://openalex.org/W4387516697","https://openalex.org/W2093123876","https://openalex.org/W4388192780","https://openalex.org/W3018020935","https://openalex.org/W2377371831","https://openalex.org/W2602193642"],"abstract_inverted_index":{"Social":[0],"media":[1,29],"are":[2,174],"extensively":[3],"used":[4],"in":[5,84,118,256],"today\u2019s":[6],"world,":[7],"and":[8,11,89,136,146,152,183,196],"facilitate":[9],"quick":[10],"easy":[12],"sharing":[13],"of":[14,26,80,87,139,163,166,171,180,193,202,220,230,236,241,250,262],"information,":[15],"which":[16,49,200],"makes":[17],"them":[18],"a":[19,27,37,85,101,119,127,156,169,206],"good":[20],"way":[21],"to":[22,32,47,110,125,226],"advertise":[23],"products.":[24],"Influencers":[25],"social":[28],"network,":[30],"owing":[31],"their":[33],"massive":[34],"popularity,":[35],"provide":[36,197],"huge":[38],"potential":[39],"customer":[40,121,149],"base.":[41],"However,":[42],"it":[43],"is":[44,100],"not":[45],"straightforward":[46],"decide":[48],"influencers":[50,167,203],"should":[51],"be":[52,205],"selected":[53],"for":[54],"an":[55,71],"advertising":[56,82],"campaign":[57],"that":[58,75,105,173,216,247],"can":[59,76,90],"generate":[60],"high":[61],"returns":[62],"with":[63,133,253],"low":[64],"investment.":[65],"In":[66,239],"this":[67],"work,":[68],"we":[69,159,214,245],"present":[70],"agent-based":[72],"model":[73,104],"(ABM)":[74],"simulate":[77],"the":[78,93,107,123,137,140,161,178,181,184,190,218,221,228,234,242,248,254,260],"dynamics":[79],"influencer":[81,95,194],"campaigns":[83],"variety":[86,170],"scenarios":[88],"help":[91],"discover":[92],"best":[94],"marketing":[96,195],"strategy.":[97],"Our":[98,187],"system":[99],"probabilistic":[102],"graph-based":[103],"provides":[106],"additional":[108],"advantage":[109],"incorporate":[111],"real-world":[112],"factors":[113],"such":[114],"as":[115,155,217],"customers\u2019":[116,185,243,257],"interest":[117],"product,":[120],"behavior,":[122],"willingness":[124],"pay,":[126],"brand\u2019s":[128],"investment":[129],"cap,":[130],"influencers\u2019":[131],"engagement":[132],"influence":[134],"diffusion,":[135],"nature":[138,179,192,219],"product":[141,182,222],"being":[142],"advertised,":[143],"viz.":[144],"luxury":[145,225],"non-luxury.":[147],"Using":[148],"acquisition":[150],"cost":[151],"conversion":[153],"ratio":[154],"unit":[157],"economic,":[158],"evaluate":[160],"performance":[162,229,235,249,261],"different":[164],"kinds":[165,201],"under":[168,209],"circumstances":[172],"simulated":[175],"by":[176],"varying":[177],"interest.":[186],"results":[188],"exemplify":[189],"circumstance-dependent":[191],"insights":[198],"into":[199],"would":[204],"better":[207],"strategy":[208],"respective":[210],"circumstances.":[211],"For":[212],"instance,":[213],"show":[215],"varies":[223],"from":[224],"non-luxury,":[227],"celebrities":[231,263],"declines,":[232],"whereas":[233,259],"nano-influencers":[237,251],"improves.":[238,264],"terms":[240],"interest,":[244,258],"find":[246],"declines":[252],"decrease":[255]},"counts_by_year":[{"year":2026,"cited_by_count":7},{"year":2025,"cited_by_count":11},{"year":2024,"cited_by_count":17},{"year":2023,"cited_by_count":2}],"updated_date":"2026-07-14T08:27:34.040176","created_date":"2025-10-10T00:00:00"}
