Active viral marketing: Incorporating continuous active seeding efforts into the diffusion model

The paper further proposes a set of heuristics to schedule the marketing attempts. The main idea behind these heuristics is to utilize the information on the dynamic adoption-states of neighbor nodes, in addition to the static social network topology, when choosing the next node to seed. An extensive experimentation demonstrates how the proposed seeding heuristics improve the adoption rate of products by 30%-75% in comparison to existing state-of-the-art methods that mainly rely on the network topology.