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Companies have been increasingly seeking new mechanisms for making theirelectronic marketing campaigns to become viral, thus obtaining a cascadingrecommendation effect similar to word-of-mouth. We analysed a dataset of amagazine publisher that uses email as the main marketing strategy and found outthat networks emerging from those campaigns form a very sparse graph. We showthat online social networks can be effectively used as a means to expandrecommendation networks. Starting from a set of users, called seeders, wecrawled Google's Orkut and collected about 20 million users and 80 millionrelationships. Next, we extended the original recommendation network by addingnew edges using Orkut relationships that built a much denser network.Therefore, we advocate that online social networks are much more effective thanemail-based marketing campaigns

Revealing Hidden Connections in Recommendation Networks