A Privacy-Preserving Social-Aware Incentive System for Word-of-Mouth Advertisement Dissemination on Smart Mobile Devices

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The recent penetration of smart mobile devices into the consumer market sets a stage for novel network applications. In particular, the authors envision a paradigm shift in the commercial advertising model facilitated by the widespread use of these devices: advertisements circulate in a word-of-mouth fashion among device users and reach potential customers based on the users' knowledge about their contacts. In this paper, they identify two major challenges that are baffling the deployment of such an application: users' selfishness and their privacy concerns.