Multi-criteria Approach to Planning of Information Spreading Processes Focused on Their Initialization with the Use of Sequential Seeding

  • Artur Karczmarczyk
  • Jarosław WątróbskiEmail author
  • Jarosław Jankowski
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 380)


Information spreading within social networks and techniques related to viral marketing has begun to attract more interest of online marketers. While much of the prior research focuses on increasing the coverage of the viral marketing campaign, in real-life applications also other campaign goals and limitations need to be considered, such as limited time or budget, or assumed dynamics of the process. This paper presents a multi-criteria approach to planning of information spreading processes, with focus on the campaign initialization with the use of sequential seeding. A framework and example set of criteria was proposed for evaluation of viral marketing campaign strategies. The initial results showed that an increase of the count of seeding iterations and the interval between them increases the achieved coverage at the cost of increased process duration, yet without the need to increase seeding fraction or to provide incentives for increased propagation probability.


Social networks Complex networks Viral marketing campaign planning Viral marketing campaign evaluation MCDA TOPSIS Sequential seeding 



This work was supported by the National Science Centre, Poland, grant no. 2016/21/B/HS4/01562 (AK, JJ) and within the framework of the program of the Minister of Science and Higher Education under the name “Regional Excellence Initiative” in the years 2019–2022, project number 001/RID/2018/19, the amount of financing PLN 10,684,000.00 (JW).


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Faculty of Computer Science and Information TechnologyWest Pomeranian University of Technology in SzczecinSzczecinPoland
  2. 2.University of SzczecinSzczecinPoland

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