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We establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommendations are not very effective at inducing purchases and do not spread very far, we present a model that successfully identifies communities, product, and pricing categories for which viral marketing seems to be very effective.<\/jats:p>","DOI":"10.1145\/1232722.1232727","type":"journal-article","created":{"date-parts":[[2007,6,8]],"date-time":"2007-06-08T15:00:08Z","timestamp":1181314808000},"page":"5","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":1287,"title":["The dynamics of viral marketing"],"prefix":"10.1145","volume":"1","author":[{"given":"Jure","family":"Leskovec","sequence":"first","affiliation":[{"name":"Carnegie Mellon University, Pittsburgh Pa"}]},{"given":"Lada A.","family":"Adamic","sequence":"additional","affiliation":[{"name":"University of Michigan"}]},{"given":"Bernardo A.","family":"Huberman","sequence":"additional","affiliation":[{"name":"HP Labs"}]}],"member":"320","published-online":{"date-parts":[[2007,5]]},"reference":[{"key":"e_1_2_1_1_1","unstructured":"Anderson C. 2006. 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