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| Competitive Diffusion of Two Viral Marketing Information Based on Partial-Cross Immunity Model |
| SU Xiaoping1, SONG Yurong2
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1. School of Computer & Software Engineering, Nanjing Institute of Industry Technology, NanJing 210046, China;
2. College of Automation, Nanjing University of Posts and Telecommunications, Nanjing 210003, China |
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Abstract In order to more truly reflect the competition and cooperation behavior in viral marketing, based on the classic propagation model SIS, a propagation model with partial cross-immunity is proposed. The model describes the propagation of two viruses which enjoy both cooperative and competitive relationship and have different propagation probability. Further, we in depth study two kinds of viral marketing information propagation characteristics with different network structure. Simulation results show that there is a phase transition: If the competition is harsh, then we can get the same results as classic ecology studies i.e. ‘winner takes all’; otherwise, the weaker information will survive. And the higher the probability of cooperation is the greater scale the weaker virus survives in. Simulation results also show that the weaker virus can survive only when it cooperates with the stronger one. Heterogeneous distribution of degree is conducive to cooperation.
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Received: 09 December 2013
Published: 22 June 2026
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