Mining Influence of people on Viral Marketing

Organizations rely on marketing strategies and social reach for the success of their products and ideas. As soon as a product catches the eye of influential audience, goes viral in the society. Influence plays key role in affecting our sensibilities and choices. Every person on a social networking platform possesses a certain influencing power and by recognizing and valuing the most persuasive user having influential capabilities, creates a scope for social media marketing. This study proposes a methodology to recognize the users with the maximum influential power in a social network while demonstrating the evolving links in sync with their varied interests using the underlying concepts of Signed Social Networking. The study was caried forward in two folds. The first fold aims id identifying the communities in a raw social network. It considers the factors responsible for forming communities using graph evolutionary parameters. The second fold aims id determining the most influential users in a community by giving a marketing perspective to the existing Evolutionary model. The result of this study highlights the product users in the social network who are capable of maximising the positive word of mouth and knowingly or unknowingly market the product they are using in the society. Organizations can take this concept to their by harnessing the marketing opportunities of product users that such social foci’s offer thereby increasing profit in less marketing expense.