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In this KDD'13 paper we study competitive viral marketing from the host perspective. Competitive viral marketing refers to the case in which two or more players compete with comparable products over the same market. By host we mean the social networking platform owner, which offers viral marketing as a service to its clients. From the host’s perspective, it is important not only to choose the seed nodes to target in the campaigns in such a way to maximize the collective expected number of adoptions across all companies, but also to allocate seeds to companies in a way that guarantees the ''bang for the buck'' for all companies is nearly the same. Intuitively, the bang for the buck for a company is the cost benefit ratio between the expected number of adopters of its product over its number of seeds.
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