STIM: Scalable Time-Sensitive Influence Maximization in Large Social Networks

Identifying the most influential individuals can provide invaluable help in developing and deploying effective viral marketing strategies. Previous studies mainly focus on designing efficient algorithms or heuristics to find top-K influential nodes on a given static social network. While, as a matter of fact, real-world social networks keep evolving over time and a recalculation upon the changed network inevitably leads to a long running time, significantly affecting the efficiency. In this paper, we observe from real-world traces that the evolution of social network follows the preferential attachment rule and the influential nodes are mainly selected from high-degree nodes. Such observations shed light on the design of IncInf, an incremental approach that can efficiently locate the top-K influential individuals in evolving social networks based on previous information instead of calculation from scratch. In particular, IncInf quantitatively analyzes the influence spread changes of nodes by localizing the impact of topology evolution to only local regions, and a pruning strategy is further proposed to effectively narrow the search space into nodes experiencing major increases or with high degrees. We carried out extensive experiments on real-world dynamic social networks including Facebook, NetHEPT, and Flickr. Experimental results demonstrate that, compared with the state-of-the-art static heuristic, IncInf achieves as much as 21\(\times \) speedup in execution time while maintaining matching performance in terms of influence spread.

A key challenge in the social network community is the problem of network generation -- that is, how can we create synthetic networks that match characteristics traditionally found in most real world networks? Important characteristics that are present in social networks include a power law degree distribution, small diameter, and large amounts of clustering. However, most current network generators, such as the Chung Lu and Kronecker models, largely ignore the clustering present in a graph and focus on preserving other network statistics, such as the power law distribution. Models such as the exponential random graph model have a transitivity parameter that can capture clustering, but they are computationally difficult to learn, making scaling to large real world networks intractable. In this work, we propose an extension to the Chung Lu random graph model, the Transitive Chung Lu (TCL) model, which incorporates the notion transitive edges. Specifically, it combines the standard Chung Lu model with edges that are formed through transitive closure (e.g., by connecting a 'friend of a friend'). We prove TCL's expected degree distribution is equal to the degree distribution of the original input graph, while still providing the ability to capture the clustering in the network. The single parameter required by our model can be learned in seconds on graphs with millions of edges, networks can be generated in time that is linear in the number of edges. We demonstrate the performance of TCL on four real-world social networks, including an email dataset with hundreds of thousands of nodes and millions of edges, showing TCL generates graphs that match the degree distribution, clustering coefficients and hop plots of the original networks.

Influence Maximization aims to find the top-K influential individuals to maximize the influence spread within a social network, which remains an important yet challenging problem. Most existing greedy algorithms mainly focus on computing the exact influence spread, leading to low computational efficiency and limiting their application to real-world social networks. While in this paper we show that through supervised sampling, we can efficiently estimate the influence spread at only negligible cost of precision, thus significantly reducing the execution time. Motivated by this, we propose ESMCE, a power-law exponent supervised Monte Carlo estimation method. In particular, ESMCE exploits the power-law exponent of the social network to guide the sampling, and employs multiple iterative steps to guarantee the estimation accuracy. Moreover, ESMCE shows excellent scalability and well suits large-scale social networks. Extensive experiments on six real-world social networks demonstrate that, compared with state-of-the-art greedy algorithms, ESMCE is able to achieve almost two orders of magnitude speedup in execution time with only negligible error (2.21 % on average) in influence spread.

Influence maximization is a fundamental research problem in social networks. Viral marketing, one of its applications, is to get a small number of users to adopt a product, which subsequently triggers a large cascade of further adoptions by utilizing “Word-of-Mouth” effect in social networks. Time plays an important role in the influence spread from one user to another and the time needed for a user to influence another varies. In this paper, we propose the time constrained influence maximization problem. We show that the problem is NP-hard, and prove the monotonicity and submodularity of the time constrained influence spread function. Based on this, we develop a greedy algorithm. To improve the algorithm scalability, we propose the concept of Influence Spreading Path in social networks and develop a set of new algorithms for the time constrained influence maximization problem. We further parallelize the algorithms for achieving more time savings. Additionally, we generalize the proposed algorithms for the conventional influence maximization problem without time constraints. All of the algorithms are evaluated over four public available datasets. The experimental results demonstrate the efficiency and effectiveness of the algorithms for both conventional influence maximization problem and its time constrained version.

SummaryOnline social networks play a pivotal role in the propagation of information and influence as in the form of word‐of‐mouth spreading. The influence maximization (IM) problem is a fundamental problem to identify a small set of individuals, which have a maximal influence spread in the social network. Unfortunately, the IM problem is NP‐hard. It has been depicted that a hill‐climbing greedy approach gives a good approximation guarantee. However, it is inefficient to run on large‐scale social networks. In this paper, a global influence evaluation function is presented for the IM optimization problem. The global influence evaluation function provides a reliable expected diffusion value of influence spread under the traditional diffusion models. To optimize global influence evaluation function, an influence maximization algorithm based on social spider optimization (IM‐SSO) is presented. IM‐SSO redefines the representation and update rule of spider's vibration and performs random walk towards target vibration. The algorithm uses a jump away process to overcome the weakness of premature convergence. The experimental results on six real‐world social networks show that the proposed algorithm is more effective than the state‐of‐the‐art heuristics and more time‐efficient than CELF++, static greedy, and PSO with an approximate influence spread.

We live in a "small world," where two arbitrary people are likely connected by a short chain of intermediate friends. With scant information about a target individual, people can successively forward a message along such a chain. Experimental studies have verified this property in real social networks, and theoretical models have been advanced to explain it. However, existing theoretical models have not been shown to capture behavior in real-world social networks. Here, we introduce a richer model relating geography and social-network friendship, in which the probability of befriending a particular person is inversely proportional to the number of closer people. In a large social network, we show that one-third of the friendships are independent of geography and the remainder exhibit the proposed relationship. Further, we prove analytically that short chains can be discovered in every network exhibiting the relationship.

A discrete shuffled frog-leaping algorithm to identify influential nodes for influence maximization in social networks

A serious challenge when finding influential actors in real-world social networks, to enable efficient community-wide interventions, is the lack of knowledge about the structure of the underlying network. Current state-of-the-art methods rely on hand-crafted sampling algorithms; these methods sample nodes and their neighbours in a carefully constructed order and choose opinion leaders from this discovered network to maximize influence spread in the (unknown) complete network. In this work, we propose a reinforcement learning framework to discover effective network sampling heuristics by leveraging automatically learnt node and graph representations that encode important structural properties of the network. At training time, the method identifies portions of the network such that the nodes selected from this sampled subgraph can effectively influence nodes in the complete network. The output of this training is a transferable, adaptive policy that identifies an effective sequence of nodes to query on unseen graphs. The success of this policy is underpinned by a set of careful choices for embedding local and global information about the graph, and providing appropriate reward signals during training. We experiment with real-world social networks from four different domains and show that the policies learned by our RL agent provide a 7-23% improvement over the current state-of-the-art method.

This paper reports on results obtained by deploying HEALER and DOSIM (two AI agents for social influence maximization) in the real-world, which assist service providers in maximizing HIV awareness in real-world homeless-youth social networks. These agents recommend key "seed" nodes in social networks, i.e., homeless youth who would maximize HIV awareness in their real-world social network. While prior research on these agents published promising simulation results from the lab, the usability of these AI agents in the real-world was unknown. This paper presents results from three real-world pilot studies involving 173 homeless youth across two different homeless shelters in Los Angeles. The results from these pilot studies illustrate that HEALER and DOSIM outperform the current modus operandi of service providers by ~160% in terms of information spread about HIV among homeless youth.

Finding a number of nodes that are able to maximize the spread of influence through the social network and are called influence maximization has numerous applications in marketing. One such application is to find influential members for promoting a product across a large network. Even though numerous algorithms have been proposed, challenges such as scalability, time constraints, and low accuracy have motivated the researchers for better solutions. Some of the newly proposed algorithms are scalable, but fail to provide adequate accuracy. On the other hand, some greedy algorithms provide a good level of accuracy but are very time consuming for large networks. In this paper, an algorithm is proposed called FAIMCS that can quickly find influential nodes across large networks with high accuracy. FAIMCS, reduces computational overhead considerably by eliminating major portions of the social network graph which have little influence. FAIMCS uses community detection algorithm to determine each community's quota of influential nodes based on the structure of that community. Finally, it obtains influential nodes from the candidate nodes. Experiment results show FAIMCS is faster than current algorithms and provides a high level of accuracy for large social networks.

Influence Maximization aims to find the top-$(K)$ influential individuals to maximize the influence spread within a social network, which remains an important yet challenging problem. Proven to be NP-hard, the influence maximization problem attracts tremendous studies. Though there exist basic greedy algorithms which may provide good approximation to optimal result, they mainly suffer from low computational efficiency and excessively long execution time, limiting the application to large-scale social networks. In this paper, we present IMGPU, a novel framework to accelerate the influence maximization by leveraging the parallel processing capability of graphics processing unit (GPU). We first improve the existing greedy algorithms and design a bottom-up traversal algorithm with GPU implementation, which contains inherent parallelism. To best fit the proposed influence maximization algorithm with the GPU architecture, we further develop an adaptive K-level combination method to maximize the parallelism and reorganize the influence graph to minimize the potential divergence. We carry out comprehensive experiments with both real-world and sythetic social network traces and demonstrate that with IMGPU framework, we are able to outperform the state-of-the-art influence maximization algorithm up to a factor of 60, and show potential to scale up to extraordinarily large-scale networks.

The problem of influence maximization aims to specify the small number of initial individuals that will eventually influence the individuals as much as possible, which has aroused wide attention of researchers. However, the most existing work is limited to the static social network and ignores the role of time in information propagation. In this paper, we analyze the influence maximization problem in temporal social networks and present a greedy-based on the latency-aware independent cascade (GLAIC) algorithm enhanced by cost-effective lazy forward optimization based on the latency-aware independent cascade model to capture the dynamic aspect of real-world social networks. Moreover, we modify the distribution of influence delays in the LAIC model by considering power-law distribution. At last, we carry out extensive experiments over the real-world networks, which demonstrate that our proposal achieves an excellent performance to other related algorithms.

Social Network Marketing techniques employ pre-existing social networks to increase brands or products awareness through word-of-mouth promotion. Full understanding of social network marketing and the potential candidates that can thus be marketed to certainly offer lucrative opportunities for prospective sellers. Due to the complexity of social networks, few models exist to interpret social network marketing realistically. We propose to model social network marketing using Heat Diffusion Processes. This paper presents three diffusion models, along with three algorithms for selecting the best individuals to receive marketing samples. These approaches have the following advantages to best illustrate the properties of real-world social networks: (1) We can plan a marketing strategy sequentially in time since we include a time factor in the simulation of product adoptions; (2) The algorithm of selecting marketing candidates best represents and utilizes the clustering property of real-world social networks; and (3) The model we construct can diffuse both positive and negative comments on products or brands in order to simulate the complicated communications within social networks. Our work represents a novel approach to the analysis of social network marketing, and is the first work to propose how to defend against negative comments within social networks. Complexity analysis shows our model is also scalable to very large social networks.

Influence maximization in a social network refers to the selection of node sets that support the fastest and broadest propagation of information under a chosen transmission model. The efficient identification of such influence-maximizing groups is an active area of research with diverse practical relevance. Greedy-based methods can provide solutions of reliable accuracy, but the computational cost of the required Monte Carlo simulations renders them infeasible for large networks. Meanwhile, although network structure-based centrality methods can be efficient, they typically achieve poor recognition accuracy. Here, we establish an effective influence assessment model based both on the total valuation and variance in valuation of neighbor nodes, motivated by the possibility of unreliable communication channels. We then develop a discrete moth-flame optimization method to search for influence-maximizing node sets, using a local crossover and mutation evolution scheme atop the canonical moth position updates. To accelerate convergence, a search area selection scheme derived from a degree-based heuristic is used. The experimental results on five real-world social networks, comparing our proposed method against several alternatives in the current literature, indicates our approach to be effective and robust in tackling the influence maximization problem.

Influence maximization is the problem to identify and find a set of the most influential nodes, whose aggregated influence in the network is maximized. This research is of great application value for advertising, viral marketing and public opinion monitoring. However, we always ignore the tendency of nodes’ behaviors and sentiment in the researches of influence maximization. On general, users’ sentiment determines users behaviors, and users’ behaviors reflect the influence between users in social network. In this paper, we design a training model of sentimental words to expand the existing sentimental dictionary with the marked-comment data set, and propose an influence spread model considering both the tendency of users’ behaviors and sentiment named as BSIS (Behavior and Sentiment Influence Spread) to depict and compute the influence between nodes. We also propose an algorithm for influence maximization named as BS-G (BSIS with Greedy Algorithm) to select the initial node. In the experiments, we use two real social network data sets on the Hadoop and Spark distributed cluster platform for experiments, and the experiment results show that BSIS model and BS-G algorithm on big data platform have better influence spread effects and higher quality of the selection of seed node comparing with the approaches with traditional IC, LT and CDNF models.