A graph-based scheme for Brand Promotion in Social Media Platforms using Influencer nodes

Abstract

Social media is emerging as the mode of choice among internet users to communicate, collaborate and share content. At the same time, social media is also unfolding as an important platform to allow marketers to reach out to their customers and improve the customer experience by establishing closer ties. In addition, marketers are increasingly using social media to identify potential customers and then influence these leads to purchase their products, subscribe to their services and connect with their brand. Most social media websites allow their users to create a public or semi‐public profile. The profile may contain information about the user such as, demographics (like age, gender, location, educational qualifications, occupation), interests, subscriptions, etc. It is the availability of this type of personal information about its users which have made social media websites a remarkable opportunity to tap into a large pool of potential customers.