Diffusion of information, innovation, and ideas is an important phenomenon in social networks. Information propagates through the network and reaches from one person to the next. In many settings, it is meaningful to restrict diffusion so that each node can spread information to only a limited number of its neighbors rather than to all of them. Such social networks are called closed social networks. In recent years, social media platforms have emerged as an effective medium for commercial entities, where the objective is to maximize profit. In this paper, we study the Profit Maximization in Closed Social Networks (PMCSN) problem in the context of viral marketing. The input to the problem is a closed social network and two positive integers $\ell$ and $B$. The problem asks to select seed nodes within a given budget $B$; during the diffusion process, each node is restricted to choose at most $\ell$ outgoing links for information diffusion; and the objective is to maximize the profit earned by the seed set. The PMCSN problem generalizes the Influence Maximization problem, which is NP-hard. We propose two solution approaches for PMCSN: a sampling-based approximate solution and a marginal-gain-based heuristic solution. We analyze the sample complexity, running time, and space requirements of the proposed approaches. We conduct experiments on real-world, publicly available social network datasets. The results show that the seed sets and diffusion links chosen by our methods yield higher profit than baseline methods. The implementation and data are available at \texttt{https://github.com/PoonamSharma-PY/ClosedNetwork}.
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…
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 …
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…
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 …
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…
In this paper, we investigate the profit-driven team grouping problem in social networks. We consider a setting in which people possess different skills, and the compatibility between these individuals is captured by a social network. Moreover, there is a collection of tasks, where each task requires a specific set of skills and yields a profit upon completion. Individuals may collaborate with each other as \emph{teams} to accomplish a set of tasks. We aim to find a group of teams to maximize the total profit of the tasks that they can complete. Any feasible grouping must satisfy the following…
Influence maximization (IM), which selects a set of $k$ users (called seeds) to maximize the influence spread over a social network, is a fundamental problem in a wide range of applications such as viral marketing and network monitoring. Existing IM solutions fail to consider the highly dynamic nature of social influence, which results in either poor seed qualities or long processing time when the network evolves. To address this problem, we define a novel IM query named Stream Influence Maximization (SIM) on social streams. Technically, SIM adopts the sliding window model and maintains a set …
This thesis proposal makes the following technical contributions: (i) we provide a definition of the Dynamic Influence Maximization Under Uncertainty (or DIME) problem, which models the problem faced by homeless shelters accurately; (ii) we propose a novel Partially Observable Markov Decision Process (POMDP) model for solving the DIME problem; (iii) we design two scalable POMDP algorithms (PSINET and HEALER) for solving the DIME problem, since conventional POMDP solvers fail to scale up to sizes of interest; and (iv) we test our algorithms effectiveness in the real world by conducting a pilot …
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…
Given a social network with diffusion probabilities as edge weights and an integer k, which k nodes should be chosen for initial injection of information to maximize influence in the network? This problem is known as Target Set Selection in a social network (TSS Problem) and more popularly, Social Influence Maximization Problem (SIM Problem). This is an active area of research in computational social network analysis domain since one and half decades or so. Due to its practical importance in various domains, such as viral marketing, target advertisement, personalized recommendation, the proble…
Detecting influential users, called the influence maximization problem on social networks, is an important graph mining problem with many diverse applications such as information propagation, market advertising, and rumor controlling. There are many studies in the literature for influential users detection problem in social networks. Although the current methods are successfully used in many different applications, they assume that users are honest with each other and ignore the role of deception on social networks. On the other hand, deception appears to be surprisingly common among humans wi…
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…
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…
Influence maximization (IM) has been extensively studied for better viral marketing. However, previous works put less emphasis on how balancedly the audience are affected across different communities and how diversely the seed nodes are selected. In this paper, we incorporate audience diversity and seed diversity into the IM task. From the model perspective, in order to characterize both influence spread and diversity in our objective function, we adopt three commonly used utilities in economics (i.e., Perfect Substitutes, Perfect Complements and Cobb-Douglas). We validate our choices of these…
The goal of opinion maximization is to maximize the positive view towards a product, an ideology or any entity among the individuals in social networks. So far, opinion maximization is mainly studied as finding a set of influential nodes for fast content dissemination in a social network. In this paper, we propose a novel approach to solve the problem, where opinion maximization is achieved through efficient information spreading. In our model, multiple sources inject information continuously into the network, while the regular nodes with heterogeneous social learning abilities spread the info…
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…
With the advancement and proliferation of technology, non-profit organisations have embraced social media platforms to improve their operational capabilities through brand advocacy, among many other strategies. The effect of such social media campaigns on these institutions, however, remains largely underexplored, especially during disaster periods. This work introduces and applies a quantitative investigative framework to understand how social media influence the behaviour of donors and their usage of these platforms throughout (natural) disasters. More specifically, we explore how on-line en…
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…
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…
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…
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…
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…
Purdue University（普渡大学）；University of Maryland, Baltimore County（马里兰大学巴尔的摩县分校）；Iowa State University（爱荷华州立大学）；KAUST（阿卜杜拉国王科技大学）
We consider the problem of Influence Maximization (IM), the task of selecting $k$ seed nodes in a social network such that the expected number of nodes influenced is maximized. We propose a community-aware divide-and-conquer framework that involves (i) learning the inherent community structure of the social network, (ii) generating candidate solutions by solving the influence maximization problem for each community, and (iii) selecting the final set of seed nodes using a novel progressive budgeting scheme. Our experiments on real-world social networks show that the proposed framework outperfor…
For the purpose of propagating information and ideas through a social network, a seeding strategy aims to find a small set of seed users that are able to maximize the spread of the influence, which is termed as influence maximization problem. Despite a large number of works have studied this problem, the existing seeding strategies are limited to the static social networks. In fact, due to the high speed data transmission and the large population of participants, the diffusion processes in real-world social networks have many aspects of uncertainness. Unfortunately, as shown in the experiments…
Influence maximization is the problem of selecting top $k$ seed nodes in a social network to maximize their influence coverage under certain influence diffusion models. In this paper, we propose a novel algorithm IRIE that integrates a new message passing based influence ranking (IR), and influence estimation (IE) methods for influence maximization in both the independent cascade (IC) model and its extension IC-N that incorporates negative opinion propagations. Through extensive experiments, we demonstrate that IRIE matches the influence coverage of other algorithms while scales much better th…
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…
Activity maximization is a task of seeking a small subset of users in a given social network that makes the expected total activity benefit maximized. This is a generalization of many real applications. In this paper, we extend activity maximization problem to that under the general marketing strategy $\vec{x}$, which is a $d$-dimensional vector from a lattice space and has probability $h_u(\vec{x})$ to activate a node $u$ as a seed. Based on that, we propose the continuous activity maximization (CAM) problem, where the domain is continuous and the seed set we select conforms to a certain prob…
Given a directed graph (representing a social network), the influence maximization problem is to find k nodes which, when influenced (or activated), would maximize the number of remaining nodes that get activated. In this paper, we consider a more general version of the problem that includes an additional set of nodes, termed as physical nodes, such that a node in the social network is covered by one or more physical nodes. A physical node exists in one of two states at any time, opened or closed, and there is a constraint on the maximum number of physical nodes that can be opened. In this set…
Crowd sensing is a new paradigm that leverages pervasive sensor-equipped mobile devices to provide sensing services like forensic analysis, documenting public spaces, and collaboratively constructing statistical models. Extensive user participation is indispensable for achieving good service quality. Nowadays, most of existing mechanisms focus on guaranteeing good service quality based on instantaneous extensive user participation for crowd sensing applications. Little attention has been dedicated to maximizing long-term service quality for crowd sensing applications due to their asymmetric in…
Selecting the optimal subset from all vertices as seeds to maximize the influence in a social network has been a task of interest. Various methods have been proposed to select the optimal vertices in a static network, however, they are challenged by the dynamics, i.e. the time-dependent variation of the social network structure. Such dynamics hinder the paradigm for static networks and leaves a seemingly unbridgeable gap between algorithms of influence maximization on static networks and those on dynamic ones. In this paper, we extend our previous work and demonstrate that conjugate learning a…
In a social network, even about the same information the excitements between different pairs of users are different. If you want to spread a piece of new information and maximize the expected total amount of excitements, which seed users should you choose? This problem indeed is substantially different from the renowned influence maximization problem and cannot be tackled using the existing approaches. In this paper, motivated by the demand in a few interesting applications, we model the novel problem of activity maximization. We tackle the problem systematically. We first analyze the complexi…
In this paper we consider an extension of the well-known Influence Maximization Problem in a social network which deals with finding a set of k nodes to initiate a diffusion process so that the total number of influenced nodes at the end of the process is maximized. The extension focuses on a competitive variant where two decision makers are involved. The first one, the leader, tries to maximize the total influence spread by selecting the most influential nodes and the second one, the follower, tries to minimize it by deactivating some of these nodes. The formulated bilevel model is solved by …
Given a social network with nonuniform selection cost of the users, the problem of \textit{Budgeted Influence Maximization} (BIM in short) asks for selecting a subset of the nodes within an allocated budget for initial activation, such that due to the cascading effect, influence in the network is maximized. In this paper, we study this problem with a variation, where a set of nodes are designated as target nodes, each of them is assigned with a benefit value, that can be earned by influencing them, and our goal is to maximize the earned benefit by initially activating a set of nodes within the…
The process of opinion formation through synthesis and contrast of different viewpoints has been the subject of many studies in economics and social sciences. Today, this process manifests itself also in online social networks and social media. The key characteristic of successful promotion campaigns is that they take into consideration such opinion-formation dynamics in order to create a overall favorable opinion about a specific information item, such as a person, a product, or an idea. In this paper, we adopt a well-established model for social-opinion dynamics and formalize the campaign-de…
Given a budget and arbitrary cost for selecting each node, the budgeted influence maximization (BIM) problem concerns selecting a set of seed nodes to disseminate some information that maximizes the total number of nodes influenced (termed as influence spread) in social networks at a total cost no more than the budget. Our proposed seed selection algorithm for the BIM problem guarantees an approximation ratio of (1 - 1/sqrt(e)). The seed selection algorithm needs to calculate the influence spread of candidate seed sets, which is known to be #P-complex. Identifying the linkage between the compu…
Influence Maximization (IM) is the task of determining k optimal influential nodes in a social network to maximize the influence spread using a propagation model. IM is a prominent problem for viral marketing, and helps significantly in social media advertising. However, developing effective algorithms with minimal time complexity for real-world social networks still remains a challenge. While traditional heuristic approaches have been applied for IM, they often result in minimal performance gains over the computationally expensive Greedy-based and Reverse Influence Sampling-based approaches. …
Motivated by online social networks that are linked together through overlapping users, we study the influence maximization problem on a multiplex, with each layer endowed with its own model of influence diffusion. This problem is a novel version of the influence maximization problem that necessitates new analysis incorporating the type of propagation on each layer of the multiplex. We identify a new property, generalized deterministic submodular, which when satisfied by the propagation in each layer, ensures that the propagation on the multiplex overall is submodular -- for this case, we form…
Social networks, due to their popularity, have been studied extensively these years. A rich body of these studies is related to influence maximization, which aims to select a set of seed nodes for maximizing the expected number of active nodes at the end of the process. However, the set of active nodes can not fully represent the true coverage of information propagation. A node may be informed of the information when any of its neighbours become active and try to activate it, though this node (namely informed node) is still inactive. Therefore, we need to consider both active nodes and informe…
Influence maximization has found applications in a wide range of real-world problems, for instance, viral marketing of products in an online social network, and information propagation of valuable information such as job vacancy advertisements and health-related information. While existing algorithmic techniques usually aim at maximizing the total number of people influenced, the population often comprises several socially salient groups, e.g., based on gender or race. As a result, these techniques could lead to disparity across different groups in receiving important information. Furthermore,…
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…
Influence maximization is a problem of finding a small set of highly influential users, also known as seeds, in a social network such that the spread of influence under certain propagation models is maximized. In this paper, we consider time-critical influence maximization, in which one wants to maximize influence spread within a given deadline. Since timing is considered in the optimization, we also extend the Independent Cascade (IC) model and the Linear Threshold (LT) model to incorporate the time delay aspect of influence diffusion among individuals in social networks. We show that time-cr…
We consider a \emph{Social Group} of networked nodes, seeking a "universe" of segments for maximization of their utility. Each node has a subset of the universe, and access to an expensive link for downloading data. Nodes can also acquire the universe by exchanging copies of segments among themselves, at low cost, using inter-node links. While exchanges over inter-node links ensure minimum or negligible cost, some nodes in the group try to exploit the system. We term such nodes as `non-reciprocating nodes' and prohibit such behavior by proposing the "Give-and-Take" criterion, where exchange is…
SP-GCRL: Influence Maximization on Incomplete Social Graphs
School of Systems Science and Engineering（系统科学与工程学院）；Sun Yat-sen University（中山大学）；Jiangxi University of Finance and Economics（江西财经大学）；The Hong Kong Polytechnic University（香港理工大学）；Anhui University of Science and Technology（安徽理工大学）
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 sign…
Incentivized social advertising, an emerging marketing model, provides monetization opportunities not only to the owners of the social networking platforms but also to their influential users by offering a "cut" on the advertising revenue. We consider a social network (the host) that sells ad-engagements to advertisers by inserting their ads, in the form of promoted posts, into the feeds of carefully selected "initial endorsers" or seed users: these users receive monetary incentives in exchange for their endorsements. The endorsements help propagate the ads to the feeds of their followers. In …
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…
