This paper describes and evaluates privacy-friendly methods for extracting quasi-social networks from browser behavior on user-generated content sites, for the purpose of finding good audiences for brand advertising (as opposed to click maximizing, for example). Targeting social-network...

This paper demonstrates that quot;social network collaborative filteringquot; (SNCF), wherein user-selected like-minded alters are used to make predictions, can rival traditional user-to-user collaborative filtering (CF) in predictive accuracy. Us-ing a unique data set from an online community...

We investigate the hypothesis: those consumers who have communicated with a customer of aparticular service have increased likelihood of adopting the service. We survey the diverseliterature on such quot;viral marketing,quot; providing a categorization of the specific research questionsasked,...