The disclosure includes use of a feature-aware propagation model to identify one or more features of a product and one or more person(s), or members of a social network, to target, or user, for marketing the product having the identified features. The one or more person(s) identified using the model may be the person(s), or member(s), of a social network determined to have a maximum capability, relative to other members of the social network, for influencing the members of the social network in adopting, e.g., purchasing, a product having the identified features. In addition, parameters of the model may be determined using information about the social network, user preferences, and the products and features of the products.