Online social networks have been one of the most effective platforms for marketing and advertising. Through "word of mouth" effects, information or product adoption could spread from some influential individuals to millions of users in social networks. Given a social network $G$ and a constant $k$, the influence maximization problem seeks for $k$ nodes in $G$ that can influence the largest number of nodes. This problem has found important applications, and a large amount of works have been devoted to identifying the few most influential users. But most of existing works only focus on the diffusion of a single idea or product in social networks. However, in reality, one company may produce multiple kinds of products and one user may also have multiple adoptions.
Given multiple kinds of different products with different activation costs and profits, it is crucial for the company to distribute the limited budget among multiple products in order to achieve profit maximization. Profit Maximization with Multiple Adoptions (PM$^{2}$A) problem aims to seek for a seed set within the budget to maximize the overall profit. In this paper, a Randomized Modified Greedy (RMG) algorithm based on the Reverse Influence Sampling (RIS) technique is presented for the PM$^{2}$A problem, which could achieve a $(1-1/e-\varepsilon)$-approximate solution with high probability. Compared with the algorithm proposed in [16] that achieves a $\frac{1}{2}(1-1/e^{2})$-approximate solution, our algorithm provides a better performance ratio which is also the best performance ratio of the PM$^{2}$A problem. Comprehensive experiments on three real-world social networks are conducted, and the results demonstrate that our RMG algorithm outperforms the algorithm proposed in [16] and other heuristics in terms of profit maximization, and could better allocate the budget.
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 target profit maximization (TPM) problem, which generalizes the PM problem, aims to select a subset of seed nodes from a target user set $T$ to maximize the profit. Existing algorithms for PM mostly consider the nonadaptive setting, where all seed nodes are selected in one batch without any knowledge on how they may influence other users. In this paper, we study TPM in adaptive setting, where the seed users …
In this paper, we study the non-monotone DR-submodular function maximization over integer lattice. Functions over integer lattice have been defined submodular property that is similar to submodularity of set functions. DR-submodular is a further extended submodular concept for functions over the integer lattice, which captures the diminishing return property. Such functions find many applications in machine learning, social networks, wireless networks, etc. The techniques for submodular set function maximization can be applied to DR-submodular function maximization, e.g., the double greedy alg…
In this paper, we study the adaptivity gap of the influence maximization problem under independent cascade model when full-adoption feedback is available. Our main results are to derive upper bounds on several families of well-studied influence graphs, including in-arborescences, out-arborescences and bipartite graphs. Especially, we prove that the adaptivity gap for the in-arborescence is between $[\frac{e}{e-1}, \frac{2e}{e - 1}]$ and for the out-arborescence, the gap is between $[\frac{e}{e-1}, 2]$. These are the first constant upper bounds in the full-adoption feedback model. We provide se…
Profit maximization (PM) is to select a subset of users as seeds for viral marketing in online social networks, which balances between the cost and the profit from influence spread. We extend PM to that under the general marketing strategy, and form continuous profit maximization (CPM-MS) problem, whose domain is on integer lattices. The objective function of our CPM-MS is dr-submodular, but non-monotone. It is a typical case of unconstrained dr-submodular maximization (UDSM) problem, and take it as a starting point, we study UDSM systematically in this paper, which is very different from thos…
Online Social Networks (OSNs) attract billions of users to share information and communicate where viral marketing has emerged as a new way to promote the sales of products. An OSN provider is often hired by an advertiser to conduct viral marketing campaigns. The OSN provider generates revenue from the commission paid by the advertiser which is determined by the spread of its product information. Meanwhile, to propagate influence, the activities performed by users such as viewing video ads normally induce diffusion cost to the OSN provider. In this paper, we aim to find a seed set to optimize …
Influence maximization is the problem of finding a set of influential users in a social network such that the expected spread of influence under a certain propagation model is maximized. Much of the previous work has neglected the important distinction between social influence and actual product adoption. However, as recognized in the management science literature, an individual who gets influenced by social acquaintances may not necessarily adopt a product (or technology), due, e.g., to monetary concerns. In this work, we distinguish between influence and adoption by explicitly modeling the s…
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…
As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This paper addresses the issue of maximizing the overall profit of a WOM marketing campaign. A marketing process with both positive and negative WOM is modeled as a dynamical model knwn as the SIPNS model, and the profit maximization problem is modeled as a constrained optimization problem. The influence of different factors on the dynamics of the SIPNS model is…
We consider the *adaptive influence maximization problem*: given a network and a budget $k$, iteratively select $k$ seeds in the network to maximize the expected number of adopters. In the *full-adoption feedback model*, after selecting each seed, the seed-picker observes all the resulting adoptions. In the *myopic feedback model*, the seed-picker only observes whether each neighbor of the chosen seed adopts. Motivated by the extreme success of greedy-based algorithms/heuristics for influence maximization, we propose the concept of *greedy adaptivity gap*, which compares the performance of the…
Influence maximization is the problem of selecting a set of influential users in the social network. Those users could adopt the product and trigger a large cascade of adoptions through the " word of mouth " effect. In this paper, we propose two evidential influence maximization models for Twitter social network. The proposed approach uses the theory of belief functions to estimate users influence. Furthermore, the proposed influence estimation measure fuses many influence aspects in Twitter, like the importance of the user in the network structure and the popularity of user's tweets (messages…
In a social network, adoption probability refers to the probability that a social entity will adopt a product, service, or opinion in the foreseeable future. Such probabilities are central to fundamental issues in social network analysis, including the influence maximization problem. In practice, adoption probabilities have significant implications for applications ranging from social network-based target marketing to political campaigns; yet, predicting adoption probabilities has not received sufficient research attention. Building on relevant social network theories, we identify and operatio…
The influence maximization (IM) problem aims at finding a subset of seed nodes in a social network that maximize the spread of influence. In this study, we focus on a sub-class of IM problems, where whether the nodes are willing to be the seeds when being invited is uncertain, called contingency-aware IM. Such contingency aware IM is critical for applications for non-profit organizations in low resource communities (e.g., spreading awareness of disease prevention). Despite the initial success, a major practical obstacle in promoting the solutions to more communities is the tremendous runtime o…
In the influence maximization (IM) problem, we are given a social network and a budget $k$, and we look for a set of $k$ nodes in the network, called seeds, that maximize the expected number of nodes that are reached by an influence cascade generated by the seeds, according to some stochastic model for influence diffusion. In this paper, we study the adaptive IM, where the nodes are selected sequentially one by one, and the decision on the $i$th seed can be based on the observed cascade produced by the first $i-1$ seeds. We focus on the full-adoption feedback in which we can observe the entire…
Viral marketing on social networks, also known as Influence Maximization (IM), aims to select k users for the promotion of a target item by maximizing the total spread of their influence. However, most previous works on IM do not explore the dynamic user perception of promoted items in the process. In this paper, by exploiting the knowledge graph (KG) to capture dynamic user perception, we formulate the problem of Influence Maximization with Dynamic Personal Perception (IMDPP) that considers user preferences and social influence reflecting the impact of relevant item adoptions. We prove the ha…
Influence maximization is a well-studied problem that asks for a small set of influential users from a social network, such that by targeting them as early adopters, the expected total adoption through influence cascades over the network is maximized. However, almost all prior work focuses on cascades of a single propagating entity or purely-competitive entities. In this work, we propose the Comparative Independent Cascade (Com-IC) model that covers the full spectrum of entity interactions from competition to complementarity. In Com-IC, users' adoption decisions depend not only on edge-level i…
Most previous work on influence maximization in social networks is limited to the non-adaptive setting in which the marketer is supposed to select all of the seed users, to give free samples or discounts to, up front. A disadvantage of this setting is that the marketer is forced to select all the seeds based solely on a diffusion model. If some of the selected seeds do not perform well, there is no opportunity to course-correct. A more practical setting is the adaptive setting in which the marketer initially selects a batch of users and observes how well seeding those users leads to a diffusio…
Influence maximization is the problem of finding a small subset of nodes in a network that can maximize the diffusion of information. Recently, it has also found application in HIV prevention, substance abuse prevention, micro-finance adoption, etc., where the goal is to identify the set of peer leaders in a real-world physical social network who can disseminate information to a large group of people. Unlike online social networks, real-world networks are not completely known, and collecting information about the network is costly as it involves surveying multiple people. In this paper, we foc…
Google Research（谷歌研究院）；Princeton University（普林斯顿大学）；Carnegie Mellon University（卡内基梅隆大学）；MPI for Software Systems（马克斯·普朗克软件系统研究所）；Georgia Institute of Technology（佐治亚理工学院）
A typical viral marketing model identifies influential users in a social network to maximize a single product adoption assuming unlimited user attention, campaign budgets, and time. In reality, multiple products need campaigns, users have limited attention, convincing users incurs costs, and advertisers have limited budgets and expect the adoptions to be maximized soon. Facing these user, monetary, and timing constraints, we formulate the problem as a submodular maximization task in a continuous-time diffusion model under the intersection of a matroid and multiple knapsack constraints. We prop…
The typical algorithmic problem in viral marketing aims to identify a set of influential users in a social network, who, when convinced to adopt a product, shall influence other users in the network and trigger a large cascade of adoptions. However, the host (the owner of an online social platform) often faces more constraints than a single product, endless user attentions, unlimited budget and unbounded time; in reality, multiple products need to be advertised, each user can tolerate only a small number of recommendations, influencing user has a cost and advertisers have only limited budgets,…
University of British Columbia（不列颠哥伦比亚大学）；Microsoft Research（微软研究院）
Influence maximization (IM) has garnered a lot of attention in the literature owing to applications such as viral marketing and infection containment. It aims to select a small number of seed users to adopt an item such that adoption propagates to a large number of users in the network. Competitive IM focuses on the propagation of competing items in the network. Existing works on competitive IM have several limitations. (1) They fail to incorporate economic incentives in users' decision making in item adoptions. (2) Majority of the works aim to maximize the adoption of one particular item, and…
Human behavioural patterns exhibit selfish or competitive, as well as selfless or altruistic tendencies, both of which have demonstrable effects on human social and economic activity. In behavioural economics, such effects have traditionally been illustrated experimentally via simple games like the dictator and ultimatum games. Experiments with these games suggest that, beyond rational economic thinking, human decision-making processes are influenced by social preferences, such as an inclination to fairness. In this study we suggest that the apparent gap between competitive and altruistic huma…
Motivated by applications such as viral marketing, the problem of influence maximization (IM) has been extensively studied in the literature. The goal is to select a small number of users to adopt an item such that it results in a large cascade of adoptions by others. Existing works have three key limitations. (1) They do not account for economic considerations of a user in buying/adopting items. (2) Most studies on multiple items focus on competition, with complementary items receiving limited attention. (3) For the network owner, maximizing social welfare is important to ensure customer loya…
Considerable efforts were made in recent years in devising optimization algorithms for influence maximization in networks. Here we ask: "When do we need optimization?" We use results from statistical mechanics and direct simulations on ER networks, small-world networks, power-law networks and a dataset of real-world networks to characterize the parameter-space region where optimization is required. We show that in both synthetic and real-world networks this optimization region is due to a well known physical phase transition of the network, and that it vanishes as a power-law with the network …
