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The emergence of social networks has provided opportunities for both targeted marketing and viral marketing. By concentrating the efforts on a few key customers, targeted marketing could make the promotion of the items (products) much easier and more cost-effective. On the other hand, viral marketing aims at finding a set of individuals (seeds) to maximize the word-of-mouth propagation of an item...
For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically,...
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