Influence diffusion and influence maximization in large-scale online social networks (OSNs) have been extensively studied, because of their impacts on enabling effective online viral marketing. Existing studies focus on social networks with only friendship relations, whereas the foe or enemy relations that commonly exist in many OSNs, e.g., Epinions and Slashdot, are completely ignored. In this paper, we make the first attempt to investigate the influence diffusion and influence maximization in OSNs with both friend and foe relations, which are modeled using positive and negative edges on signed networks. In particular, we extend the classic voter model to signed networks and analyze the dynamics of influence diffusion of two opposite opinions. We first provide systematic characterization of both short-term and long-term dynamics of influence diffusion in this model, and illustrate that the steady state behaviors of the dynamics depend on three types of graph structures, which we refer to as balanced graphs, anti-balanced graphs, and strictly unbalanced graphs. We then apply our results to solve the influence maximization problem and develop efficient algorithms to select initial seeds of one opinion that maximize either its short-term influence coverage or long-term steady state influence coverage. Extensive simulation results on both synthetic and real-world networks, such as Epinions and Slashdot, confirm our theoretical analysis on influence diffusion dynamics, and demonstrate the efficacy of our influence maximization algorithm over other heuristic algorithms.
Viral marketing is becoming important due to the popularity of online social networks (OSNs). Companies may provide incentives (e.g., via free samples of a product) to a small group of users in an OSN, and these users provide recommendations to their friends, which eventually increases the overall sales of a given product. Nevertheless, this also opens a door for "malicious behaviors": dishonest users may intentionally give misleading recommendations to their friends so as to distort the normal sales distribution. In this paper, we propose a detection framework to identify dishonest users in O…
The amount of personal information unwillingly exposed by users on online social networks is staggering, as shown in recent research. Moreover, recent reports indicate that these networks are infested with tens of millions of fake users profiles, which may jeopardize the users' security and privacy. To identify fake users in such networks and to improve users' security and privacy, we developed the Social Privacy Protector software for Facebook. This software contains three protection layers, which improve user privacy by implementing different methods. The software first identifies a user's f…
The influence of the social relationships of an individual on the individual's opinions (about a topic, a product, or whatever else) is a well known phenomenon and it has been widely studied. This paper considers a network of positive (i.e. trusting) or negative (distrusting) social relationships where every individual has an initial positive or negative opinion (about a topic, a product, or whatever else) that changes over time, at discrete time-steps, due to the influences each individual gets from its neighbors. Here, the influence of a trusted neighbor is consistent with the neighbor's opi…
In social networks, it is conventionally thought that two individuals with more overlapped friends tend to establish a new friendship, which could be stated as homophily breeding new connections. While the recent hypothesis of maximum information entropy is presented as the possible origin of effective navigation in small-world networks. We find there exists a competition between information entropy maximization and homophily in local structure through both theoretical and experimental analysis. This competition means that a newly built relationship between two individuals with more common fri…
We empirical study the signs' property in the directed signed social networks of Slashdot and Epinions by using an reshuffled approach. Through calculating the entropy $S_{out}$ and the giant component $G$, we find an interesting 90/10 phenomenon: each individual labels his/her neighbors as friends with $90\%$ or foes with $10\%$ uniformly random from the macroscopic perspective. We also find that the entropy $S_{out}$ is suppressed by the non-randomness of labeling sign. Our present work can prove how do the randomness and the non-randomness coexist in human behavior of labeling signs, qualit…
Social media have a great potential to improve information dissemination in our society, yet, they have been held accountable for a number of undesirable effects, such as polarization and filter bubbles. It is thus important to understand these negative phenomena and develop methods to combat them. In this paper we propose a novel approach to address the problem of breaking filter bubbles in social media. We do so by aiming to maximize the diversity of the information exposed to connected social-media users. We formulate the problem of maximizing the diversity of exposure as a quadratic-knapsa…
Influence maximization serves as the main goal of a variety of social network activities such as viral marketing and campaign advertising. The independent cascade model for the influence spread assumes a one-time chance for each activated node to influence its neighbors. This reasonable assumption cannot be bypassed, since otherwise the influence probabilities of the nodes, modeled by the edge weights, would be altered. On the other hand, the manually activated seed set nodes can be reselected without violating the model parameters or assumptions. The reselection of a seed set node, simply mea…
Friending recommendation has successfully contributed to the explosive growth of on-line social networks. Most friending recommendation services today aim to support passive friending, where a user passively selects friending targets from the recommended candidates. In this paper, we advocate recommendation support for active friending, where a user actively specifies a friending target. To the best of our knowledge, a recommendation designed to provide guidance for a user to systematically approach his friending target, has not been explored in existing on-line social networking services. To …
Viral marketing is different from other marketing strategies since it leverages the influence power in intimate relationship, e.g., close friends, family members, couples. Due to the development and popularity of social networking services, such as Facebook, Twitter, and Pinterest, the new notion of "social media marketing" has appeared in recent years and presents new opportunities for enabling large-scale and prevalent viral marketing online. To boost the growth of their sales, business is embracing social media in a big way. According to USA Today, the sales of software to run corporate soc…
Most prior algorithms for influence maximization focused are designed for Online Social Networks (OSNs) and require centralized computation. Directly deploying the above algorithms in distributed Mobile Social Networks (MSNs) will overwhelm the networks due to an enormous number of messages required for seed selection. In this paper, therefore, we design a new cross-layer strategy to jointly examine MSN and mobile ad hoc networks (MANETs) to facilitate efficient seed selection, by extracting a subset of nodes as agents to represent nearby friends during the distributed computation. Specificall…
We analyse the corpus of user relationships of the Slashdot technology news site. The data was collected from the Slashdot Zoo feature where users of the website can tag other users as friends and foes, providing positive and negative endorsements. We adapt social network analysis techniques to the problem of negative edge weights. In particular, we consider signed variants of global network characteristics such as the clustering coefficient, node-level characteristics such as centrality and popularity measures, and link-level characteristics such as distances and similarity measures. We evalu…
In social networks, individuals' decisions are strongly influenced by recommendations from their friends and acquaintances. The influence maximization (IM) problem asks to select a seed set of users that maximizes the influence spread, i.e., the expected number of users influenced through a stochastic diffusion process triggered by the seeds. In this paper, we present VAIM, a visual analytics system that supports users in analyzing the information diffusion process determined by different IM algorithms. By using VAIM one can: (i) simulate the information spread for a given seed set on a large …
The problem of team formation in a social network asks for a set of individuals who not only have the required skills to perform a task but who can also communicate effectively with each other. Existing work assumes that all links in a social network are positive, that is, they indicate friendship or collaboration between individuals. However, it is often the case that the network is signed, that is, it contains both positive and negative links, corresponding to friend and foe relationships. Building on the concept of structural balance, we provide definitions of compatibility between pairs of…
We incorporate self activation into influence propagation and propose the self-activation independent cascade (SAIC) model: nodes may be self activated besides being selected as seeds, and influence propagates from both selected seeds and self activated nodes. Self activation reflects the real-world scenarios such as people naturally share product recommendations with their friends even without marketing intervention. It also leads to two new forms of optimization problems: (a) {\em preemptive influence maximization (PIM)}, which aims to find $k$ nodes that, if self-activated, can reach the mo…
In the last few years, many closed social networks such as WhatsAPP and WeChat have emerged to cater for people's growing demand of privacy and independence. In a closed social network, the posted content is not available to all users or senders can set limits on who can see the posted content. Under such a constraint, we study the problem of influence maximization in a closed social network. It aims to recommend users (not just the seed users) a limited number of existing friends who will help propagate the information, such that the seed users' influence spread can be maximized. We first pro…
Reliable propagation of information through large networks, e.g., communication networks, social networks or sensor networks is very important in many applications concerning marketing, social networks, and wireless sensor networks. However, social ties of friendship may be obsolete, and communication links may fail, inducing the notion of uncertainty in such networks. In this paper, we address the problem of optimizing information propagation in uncertain networks given a constrained budget of edges. We show that this problem requires to solve two NP-hard subproblems: the computation of expec…
Social networks are commonly used for marketing purposes. For example, free samples of a product can be given to a few influential social network users (or "seed nodes"), with the hope that they will convince their friends to buy it. One way to formalize marketers' objective is through influence maximization (or IM), whose goal is to find the best seed nodes to activate under a fixed budget, so that the number of people who get influenced in the end is maximized. Recent solutions to IM rely on the influence probability that a user influences another one. However, this probability information m…
Online social networks have become the medium for efficient viral marketing exploiting social influence in information diffusion. However, the emerging application Social Coupon (SC) incorporating social referral into coupons cannot be efficiently solved by previous researches which do not take into account the effect of SC allocation. The number of allocated SCs restricts the number of influenced friends for each user. In the paper, we investigate not only the seed selection problem but also the effect of SC allocation for optimizing the redemption rate which represents the efficiency of SC a…
The link recommendation problem consists in suggesting a set of links to the users of a social network in order to increase their social circles and the connectivity of the network. Link recommendation is extensively studied in the context of social networks and of general complex networks due to its wide range of applications. Most of the existing link recommendation methods estimate the likelihood that a link is adopted by users and recommend links that are likely to be established. However, most of such methods overlook the impact that the suggested links have on the capability of the netwo…
Studies show that a person is willing to join a social group activity if the activity is interesting, and if some close friends also join the activity as companions. The literature has demonstrated that the interests of a person and the social tightness among friends can be effectively derived and mined from social networking websites. However, even with the above two kinds of information widely available, social group activities still need to be coordinated manually, and the process is tedious and time-consuming for users, especially for a large social group activity, due to complications of …
Influence maximization (IM) aims at maximizing the spread of influence by offering discounts to influential users (called seeding). In many applications, due to user's privacy concern, overwhelming network scale etc., it is hard to target any user in the network as one wishes. Instead, only a small subset of users is initially accessible. Such access limitation would significantly impair the influence spread, since IM often relies on seeding high degree users, which are particularly rare in such a small subset due to the power-law structure of social networks. In this paper, we attempt to solv…
In this paper, we investigate the discount allocation problem in social networks. It has been reported that 40\% of consumers will share an email offer with their friend and 28\% of consumers will share deals via social media platforms. What does this mean for a business? Essentially discounts should not just be treated as short term solutions to attract individual customer, instead, allocating discounts to a small fraction of users (called seed users) may trigger a large cascade in a social network. This motivates us to study the influence maximization discount allocation problem: given a soc…
The University of Hong Kong（香港大学）；Tsinghua University（清华大学）
Social networks have been popular platforms for information propagation. An important use case is viral marketing: given a promotion budget, an advertiser can choose some influential users as the seed set and provide them free or discounted sample products; in this way, the advertiser hopes to increase the popularity of the product in the users' friend circles by the world-of-mouth effect, and thus maximizes the number of users that information of the production can reach. There has been a body of literature studying the influence maximization problem. Nevertheless, the existing studies mostly…
Human decision making underlies data generating process in multiple application areas, and models explaining and predicting choices made by individuals are in high demand. Discrete choice models are widely studied in economics and computational social sciences. As digital social networking facilitates information flow and spread of influence between individuals, new advances in modeling are needed to incorporate social information into these models in addition to characteristic features affecting individual choices. In this paper, we propose two novel models with scalable training algorithms: …
Arizona State University（亚利桑那州立大学）；Michigan State Universtiy（密歇根州立大学）
Many real-world relations can be represented by signed networks with positive links (e.g., friendships and trust) and negative links (e.g., foes and distrust). Link prediction helps advance tasks in social network analysis such as recommendation systems. Most existing work on link analysis focuses on unsigned social networks. The existence of negative links piques research interests in investigating whether properties and principles of signed networks differ from those of unsigned networks, and mandates dedicated efforts on link analysis for signed social networks. Recent findings suggest that…
Online social networks represent a main source of communication and information exchange in today's life. They facilitate exquisitely news sharing, knowledge elicitation, and forming groups of same interests. Researchers in the last two decades studied the growth dynamics of the online social networks extensively questing a clear understanding of the behavior of humans in online social networks that helps in many directions, like engineering better recommendation systems and attracting new members. However, not all of social networks achieved the desired growth, for example, online social netw…
In this paper, we propose a probabilistic generative model, called unified model, which naturally unifies the ideas of social influence, collaborative filtering and content-based methods for item recommendation. To address the issue of hidden social influence, we devise new algorithms to learn the model parameters of our proposal based on expectation maximization (EM). In addition to a single-machine version of our EM algorithm, we further devise a parallelized implementation on the Map-Reduce framework to process two large-scale datasets we collect. Moreover, we show that the social influence…
Online social networks (OSNs) such as YoutTube, Instagram, Twitter, Facebook, etc., serve as important platforms for users to share their information or content to friends or followers. Oftentimes, users want to enhance their social visibility, as it can make their contents, i.e., opinions, videos, pictures, etc., attract attention from more users, which in turn may bring higher commercial benefit to them. Motivated by this, we propose a mechanism, where the OSN operator provides a "social visibility boosting service" to incentivize "transactions" between requesters (users who seek to enhance …
