Two Evidential Data Based Models for Influence Maximization in Twitter

Social networks are structures consisting of individuals or organizations that enable powerful means of communicating and information sharing. Social networks make viral marketing and word-of mouth (WOM) marketing more effective than before. WOM particularly has received extensive attention in the literature. In this chapter, we discuss the value of social networks in business, especially focusing on the WOM marketing which relies on social ties and preexisting connections to spread marketing messages through a community. We discuss viral marketing using a WOM unit framework. Five qualities of a WOM unit are explained with examples. We illustrate new products and services like the iPhone and relate them with the WOM unit framework. It is recognized that WOM helps businesses spread their marketing message in a cost effective way. We found that WOM marketing plays a vital role in the IDM marketplace and conclude that businesses should actively promote and manage WOM communications using viral marketing methods to achieve desired behavioral response.

Influence maximization is one of the most fundamental problems in social network analysis due to its significant impact on viral marketing and targeted advertisements. Considerable amount of works has extensively studied to analyze the influence in social networks, but most of the existing works unfortunately neglected the fact that the location information in the cyber-physical world could also play an important role in the influence prorogation. Furthermore, even though a few works consider a little location information to enhance the influence maximization, they do not discuss any privacy issue of the model and expose user's location information directly to the public. This paper considers the problem of influence maximization in both GPS-enabled cyber-physical and online social networks with privacy reservation. We propose one novel model merging both GPS data of cyber-physical network and relationship data of online social network together in a unified framework, then we provide an efficient algorithm to solve the influence maximization problem in the framework. Besides the influence maximization problem, our framework could also support other applications involving both cyber-physical and online social networks. Further more, to protect the sensitive location and link information, we also provide corresponding techniques to protect the privacy during the whole influence maximization process. Empirical studies of real life datasets demonstrate the power of engaging location information to influence maximization, and suggest that our resolution outperforming most existing alternative algorithms with the protection of location privacy.

Most of the recent online social media collects a huge volume of data not just about who is linked with whom (aka link data) but also, about who is interacting with whom (aka interaction data). The presence of both variety and volume in these datasets pose new challenges while conducting social network analysis. In particular, we present a general framework to deal with both variety and volume in the data for a key social network analysis task - Influence Maximization. The well known influence maximization problem [15] (or viral marketing through social networks) deals with selecting a few influential initial seeds to maximize the awareness of product(s) over the social network. As it is computationally hard [15], a greedy approximation algorithm is designed to address the influence maximization problem. However, the major drawback of this greedy algorithm is that it runs extremely slow even on network datasets consisting of a few thousand nodes and edges [20,6]. Several efficient heuristics have been proposed in the literature [6] to alleviate this computational difficulty; however these heuristics are designed for specific influence propagation models such as linear threshold model and independent cascade model. This motivates the strong need to design an approach that not only works with any influence propagation model, but also efficiently solves the influence maximization problem. In this paper, we precisely address this problem by proposing a new framework which fuses both link and interaction data to come up with a backbone for a given social network, which can further be used for efficient influence maximization. We then conduct thorough experimentation with several real life social network datasets such as DBLP, Epinions, Digg, and Slashdot and show that the proposed approach is efficient as well as scalable.KeywordsSocial networksinfluence maximizationviral marketingsparsification

In recent years, due to the surge in popularity of social-networking web sites, considerable interest has arisen regarding influence maximization in social networks. Given a social network structure, the problem of influence maximization is to determine a minimum set of nodes that could maximize the spread of influences. With a large-scale social network, the efficiency and practicability of such algorithms are critical. Although many recent studies have focused on the problem of influence maximization, these works in general are time-consuming when a social network is large-scale. In this paper, we propose two novel algorithms, CDH-Kcut and Community and Degree Heuristic on Kcut/SHRINK, to solve the influence maximization problem based on a realistic model. The algorithms utilize the community structure, which significantly decreases the number of candidates of influential nodes, to avoid information overlap. The experimental results on both synthetic and real datasets indicate that our algorithms not only significantly outperform the state-of-the-art algorithms in efficiency but also possess graceful scalability.

Online social networks (OSNs) have witnessed their prosperous developments in recent years. Based on the established relations among individuals in OSNs, ideas and opinions can be spread via a word-of-mouth effect. To exploit this effect, many companies have taken OSNs as the major advertising channels to promote their products, which has motivated substantial research on viral marketing. Among them, influence maximization, seed minimization, and profit maximization have been extensively studied in the past decades. These three problems are mainly studied in the non-adaptive setting in the literature, i.e., seed user selection phase does not involve any observations on influence propagation in reality. In this thesis, we extend profit maximization into a generalized version as target profit maximization and investigate these three problems in the adaptive setting, formulated as adaptive influence maximization, adaptive seed minimization, and adaptive target profit maximization respectively. Firstly, we study the adaptive influence maximization (IM) problem. Given a social network G and an integer k, the influence maximization problem asks for a seed set S of k nodes from G to maximize the expected number of nodes activated via an influence propagation. In the adaptive setting, the k seed nodes are selected in batches of equal size b, such that the i-th batch is identified after the actual influence results of the former i-1 batches are observed. We propose the first practical algorithm for the adaptive IM problem that could provide the worst-case approximation guarantee of 1-e^α(ε-1) with high probability, where ε∊(0, 1) is a user-specified parameter and α= 1-(1-1/b)^b is set by the batch size b. Our approach is based on a novel general framework AdaptGreedy which could be instantiated by any existing non-adaptive IM algorithms with expected approximation guarantee. In this regard, we design a novel non-adaptive IM algorithm called EPIC which not only provides strong expected approximation guarantee, but also presents superior performance compared with the existing IM algorithms. Meanwhile, we clarify some existing misunderstandings in recent work and shed light on further study of the adaptive IM problem. Subsequently, we consider the adaptive seed minimization (SM) problem. As a dual problem of influence maximization, the seed minimization problem asks for the minimum number of seed nodes to influence a required number η of users in a given social network G. In the adaptive setting, the seed nodes are selected in several batches, such that the choice of current batch may exploit information about the actual influence of the previous batches. We devise a novel algorithm, ASTI, which addresses the adaptive seed minimization problem in O (η(m+n)/ε^2 ln n) expected time and offers an approximation guarantee of (ln η+1)^2/((1-(1-1/b)^b)(1-1/e)(1-ε)) in expectation, where η is the targeted number of influenced nodes, b is size of each seed node batch, and ε∊(0, 1) is a user-specified parameter. To the best of our knowledge, ASTI is the first algorithm that provides such an approximation guarantee without incurring prohibitive computation overhead. Eventually, we explore the adaptive target profit maximization (TPM) problem. Given a social network G, the profit maximization (PM) problem asks for a set of seed nodes to maximize the profit, i.e., revenue of influence spread less the cost of seed selection. The TPM problem, which generalizes the PM problem, aims to select a subset of seed nodes from a given target user set T to maximize the profit. In the adaptive setting, the seed users are selected through multiple batches, such that the selection of current batch exploits the knowledge of actual influence in the previous batches. To acquire an overall understanding, we study adaptive TPM under the oracle model and the noise model, to which we propose ADG and AddATP algorithms with strong theoretical guarantees respectively. In addition, we propose the idea of hybrid error to better handle the sampling errors under the noise model and design a novel algorithm HATP that boosts the efficiency of AddATP significantly.

The connection between users in social networks can be maintained for a certain period of time, and the static network structure formed provides the basic conditions for various kinds of research, especially for discovering customer groups that can generate great influence, which is important for product promotion, epidemic prevention and control, and public opinion supervision, etc. However, the computational process of influence maximization ignores the timeliness of interaction behaviors among users, the screened target users cannot diffuse information well, and the time complexity of relying on greedy rules to handle the influence maximization problem is high. Therefore, this paper analyzes the influence of the interaction between nodes in dynamic social networks on information dissemination, extends the classical independent cascade model to a dynamic social network dissemination model based on effective links, and proposes a two-stage influence maximization solution algorithm (Outdegree Effective Link—OEL) based on node degree and effective links to enhance the efficiency of problem solving. In order to verify the effectiveness of the algorithm, five typical influence maximization methods are compared and analyzed on four real data sets. The results show that the OEL algorithm has good performance in propagation range and running time.

The popularity of social networks has grown manifolds in recent years because of various activities like fast propagation of ideas, publicity, and news. Influence maximization (IM) is one of the most highly studied problems in the field of social network analysis due to its business values. Influence maximization aims to identify influential nodes that can spread the information to the maximum number of nodes in the network through diffusion cascade. Traditional methods for IM include centrality based and greedy based measures. However, each method has some limitations. Recently, some methods of IM are introduced, which consider the presence of community structure in networks. Community structure has a significant impact on information diffusion, because of dense connections between the nodes in the community. In this paper, we propose a novel influence maximization algorithm using node seeding, label propagation, and community detection. We first use extended h-index centrality to detect the seed nodes and then use the label propagation technique to detect communities. Further, we merge smaller and related communities to a larger community with the help of a relationship matrix. Finally, top-k influential nodes from these communities are identified. These ideas lead to our proposed algorithm: Influence Maximization using Extended h-index, and Label Propagation with Relationship matrix (IM-ELPR). We adopt Independent Cascade (IC) information diffusion model to spread the information originating from chosen influential nodes. The proposed algorithm intends to identify influential nodes from different communities globally and does not depend on the specific community’s antecedent structural information. Experimental results performed on several real-life data sets reveal that the proposed algorithm performs better than many other existing popular algorithms.

We address the problem of influence maximization when the social network is accompanied by diffusion cascades. In prior works, such information is used to compute influence probabilities, which is utilized by stochastic diffusion models in influence maximization. Motivated by the recent criticism on the effectiveness of diffusion models as well as the galloping advancements in influence learning, we propose IMINFECTOR (Influence Maximization with INFluencer vECTORs), a unified approach that uses representations learned from diffusion cascades to perform model-independent influence maximization that scales in real-world datasets. The first part of our methodology is a multi-task neural network that learns embeddings of nodes that initiate cascades (influencer vectors) and embeddings of nodes that participate in them (susceptible vectors). The norm of an influencer vector captures the ability of the node to create lengthy cascades and is used to estimate the expected influence spread and reduce the number of candidate seeds. In addition, the combination of influencer and susceptible vectors form the diffusion probabilities between nodes. These are used to reformulate the network as a bipartite graph and propose a greedy solution to influence maximization that retains the theoretical guarantees.We a pply our method in three sizable networks with diffusion cascades and evaluate it using cascades from future time steps. IMINFECTOR is able to scale in all of them and outperforms various competitive algorithms and metrics from the diverse landscape of influence maximization in terms of efficiency and seed set quality.

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.

Due to the growing interconnections of social networks, the problem of influence maximization has been extended from a single social network to multiple social networks. However, a critical challenge of influence maximization in multi-social networks is that some initial seed nodes may be unable to be active, which obviously leads to a low performance of influence spreading. Therefore, finding substitute nodes for mitigating the influence loss of uncooperative nodes is extremely helpful in influence maximization. In this paper, we propose three substitute mining algorithms for influence maximization in multi-social networks, namely for the Greedy-based substitute mining algorithm, pre-selected-based substitute mining algorithm, and similar-users-based substitute mining algorithm. The simulation results demonstrate that the existence of the uncooperative seed nodes leads to the range reduction of information influence. Furthermore, the viability and performance of the proposed algorithms are presented, which show that three substitute node mining algorithms can find suitable substitute nodes for multi-social networks influence maximization, thus achieves better influence.

Influence maximization (IM) on social networks is one of the most active areas of research in computer science. While various IM techniques proposed over the last decade have definitely enriched the field, unfortunately, experimental reports on existing techniques fall short in validity and integrity since many comparisons are not based on a common platform or merely discussed in theory. In this paper, we perform an in-depth benchmarking study of IM techniques on social networks. Specifically, we design a benchmarking platform, which enables us to evaluate and compare the existing techniques systematically and thoroughly under identical experimental conditions. Our benchmarking results analyze and diagnose the inherent deficiencies of the existing approaches and surface the open challenges in IM even after a decade of research. More fundamentally, we unearth and debunk a series of myths and establish that there is no single state-of-the-art technique in IM. At best, a technique is the state of the art in only one aspect.

오피니언 마이닝과 네트워크 분석을 활용한 상품 커뮤니티 분석: 영화 흥행성과 예측 사례

Using swarm intelligence algorithms to detect influential individuals for influence maximization in social networks

Improving engineering design in the context of market systems requires a deep understanding of the decision-making processes of multiple interacting stakeholders and how they affect the success of new products. One key group of stakeholders in this system is consumers, who make purchase choices that directly influence each product’s market share and profits. Since real-world individual decisions are influenced by social communications, supporting product development efforts with social network analysis can enable producers to predict demand much more accurately.This article presents an agent-based modeling (ABM) framework for design for market systems analysis that incorporates social network word-of-mouth (WOM) recommendations. To investigate influences of homophily-driven WOM and network structures on consumer preferences and the prediction of market demand, the random and small-world networks are generated based on the concept of homophily to study the differences in the emergent system-level behaviors. We compare the output of the models against a similar model that excludes WOM influences, using a case study of the top-selling midsize sedans in the US automobile industry. The results show that the addition of WOM improves the ability to accurately forecast consumer demand in a statistically significant way. This suggests that producers who invest in supporting their product development efforts with design for market systems analyses that account for social networks may be able to better optimize their decision-making and increase their market success.

To research rumor diffusion in social friend network, based on interests, a dynamic friend network is proposed, which has the characteristics of clustering and community, and a diffusion model is also proposed. With this friend network and rumor diffusion model, based on the zombie-city model, some simulation experiments to analyze the characteristics of rumor diffusion in social friend networks have been conducted. The results show some interesting observations: (1) positive information may evolve to become a rumor through the diffusion process that people may modify the information by word of mouth; (2) with the same average degree, a random social network has a smaller clustering coefficient and is more beneficial for rumor diffusion than the dynamic friend network; (3) a rumor is spread more widely in a social network with a smaller global clustering coefficient than in a social network with a larger global clustering coefficient; and (4) a network with a smaller clustering coefficient has a larger efficiency.