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We use a spreading threshold to trigger the cascading process, to examine the ways in which advertisements spread across the social network. We also investigate the procedures for choosing an initial set of people to maximize the performance of advertisement spreading. Furthermore, we analyse the impact of network structures on the dynamics of diffusion, and a strategy for combining viral advertising with mass marketing in e-commerce. We also run simulations using a real dataset to check the diffusion of advertisements in an online social network. Ultimately we discovered that a combination of viral advertising and mass marketing is better to diffuse advertisements than either method wholly by itself. Using an optimal algorithm improves diffusion performance, but using \u2018degree\u2019 is also an alternative way of choosing initial nodes when the whole structure of network is unknown. Integrating simulations to build a real-time decision support platform will make the diffusion of advertisements more efficient.<\/jats:p>","DOI":"10.1177\/0037549713481683","type":"journal-article","created":{"date-parts":[[2013,4,4]],"date-time":"2013-04-04T23:54:40Z","timestamp":1365119680000},"page":"921-934","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":11,"title":["Maximizing the performance of advertisements diffusion: A simulation study of the dynamics of viral advertising in social networks"],"prefix":"10.1177","volume":"89","author":[{"given":"Jiang","family":"Wu","sequence":"first","affiliation":[{"name":"School of Information Management, Wuhan University, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Bin","family":"Hu","sequence":"additional","affiliation":[{"name":"School of Management, Huazhong University of Science and Technology, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yu","family":"Zhang","sequence":"additional","affiliation":[{"name":"Department of Computer Science, Trinity University, San Antonio, TX, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2013,4,4]]},"reference":[{"key":"bibr1-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1016\/j.emj.2006.03.003"},{"key":"bibr2-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1080\/15252019.2011.10722180"},{"key":"bibr3-0037549713481683","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1145\/1232722.1232723","volume":"1","author":"Leskovec J","year":"2007","journal-title":"ACM Transact Web"},{"key":"bibr4-0037549713481683","volume":"1","author":"Watts DJ","year":"2007","journal-title":"Harvard Bus Rev"},{"key":"bibr5-0037549713481683","doi-asserted-by":"crossref","first-page":"80","DOI":"10.1109\/MIS.2005.16","volume":"20","author":"Domingos P","year":"2005","journal-title":"IEEE Intell Syst"},{"key":"bibr6-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1100.0614"},{"key":"bibr7-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1287\/mksc.1100.0596"},{"key":"bibr8-0037549713481683","first-page":"10","volume":"17","author":"Kotler P","year":"1989","journal-title":"Strat Leader"},{"key":"bibr9-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1086\/518527"},{"key":"bibr10-0037549713481683","doi-asserted-by":"publisher","DOI":"10.5465\/AMR.2007.24351453"},{"key":"bibr11-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1016\/S1569-190X(02)00119-3"},{"key":"bibr12-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1007\/BF02512229"},{"key":"bibr13-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1023\/A:1011122126881"},{"key":"bibr14-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1086\/226707"},{"key":"bibr15-0037549713481683","author":"Chickering DM","year":"2000","journal-title":"MSR-TR-2000-17"},{"key":"bibr16-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1145\/2124295.2124368"},{"key":"bibr17-0037549713481683","first-page":"2007","volume":"2007","author":"Leskovec J","journal-title":"KDD"},{"key":"bibr18-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1145\/775047.775057"},{"key":"bibr19-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1145\/956750.956769"},{"key":"bibr20-0037549713481683","first-page":"1","volume":"1","author":"Hinz O","year":"2012","journal-title":"J Market"},{"key":"bibr21-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1287\/isre.1070.0152"},{"key":"bibr22-0037549713481683","volume-title":"The tipping point: how little things can make a big difference","author":"Gladwell M","year":"2000"},{"key":"bibr23-0037549713481683","first-page":"247","volume":"3","author":"Coursaris C","year":"2002","journal-title":"Q J Electr Commer"},{"key":"bibr24-0037549713481683","volume-title":"Diffusion of innovations","author":"Rogers EM","year":"1962"},{"key":"bibr25-0037549713481683","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.15.5.215"},{"key":"bibr26-0037549713481683","volume-title":"The mathematical theory of infectious diseases and its applications","author":"Bailey N","year":"1975","edition":"2"},{"key":"bibr27-0037549713481683","unstructured":"Carley KM, Altman N, Kaminsky B, BioWar: A city-scale multi-agent network model of weaponized biological attacks (CMU-ISRI-04-101). 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