Journals Proceedings

Abstract

Social Networking sites are already widely used nowadays in different aspects most especially on communication, information dissemination, marketing and others. In Social Network Analysis, one of the most studied problems is the information dissemination, and is often related to target viral marketing. The aim of this study is to provide a framework that consolidates the use of NodeXL as a tool for analyzing various data, determining the key influential nodes using the different metrics and to simulate the diffusion process using the two models (ICM and LTM). We have to first gather data from a Facebook network, do some analysis using NodeXL after which we will measure the metrics of each node to determine the key influential node over the network and lastly we will simulate the diffusion process using Linear Threshold Modeling and Independent Cascade Modeling. The results shall be the basis of the effectiveness of the proposed framework on Target Viral Marketing and it will show that the network structure has a great impact on the diffusion process.