Prospects for the development of viral marketing in social networks

Social networks in our time have an ever-growing impact on all areas of society. Understanding these new mechanisms for disseminating information is very important for making campaign decisions. Due to the free interaction between a large number of network participants, the dissemination of information has various characteristics similar to the epidemic. In this article, we propose and analyze a mathematical model for understanding the phenomena of digital marketing using an epidemiological approach, taking into account some realistic interactions in a social network. We are exploring the space of parameters and strategies to launch an advertising campaign with substantial effectiveness. The paper considers the concept of viral marketing. The main advantages and disadvantages as an advertising tool are revealed. The conditions under which viral marketing is developing successfully are identified. An agent-graph model of the spread of viral information is built.