Dynamic selection of activation targets to boost the influence spread in social networks

Cheng Te Li, Man Kwan Shan, Shou De Lin

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)

Abstract

This paper aims to combine the viral marketing with the idea of direct selling to for influence maximization in a social network. In direct selling, producers can sell the products directly to the consumers without having to go through a cascade of wholesalers. Through direct selling, it is possible to sell the products in a more efficient and economic manner. Motivated by this idea, we propose a target-selecting independent cascade (TIC) model, in which during influence propagation each active node can give up to attempt to influence some neighboring nodes, named victims, who are hard to affect, and try to activate friends of its friends, termed destinations, who could have higher potential to increase the influence spread. The next question to ask is that given a social network and a set of seeds for influence propagation under TIC model, how to effectively select targets (i.e., victims and destinations) for the attempts of activation during propagation to boost the influence spread. We propose and evaluate three heuristics for the target selection. Experiments show that selecting targets based on influence probability between nodes have the highest boost of influence spread. Copyright is held by the author/owner(s).

Original languageEnglish
Title of host publicationWWW'12 - Proceedings of the 21st Annual Conference on World Wide Web Companion
Pages561-562
Number of pages2
DOIs
Publication statusPublished - 2012 May 21
Event21st Annual Conference on World Wide Web, WWW'12 - Lyon, France
Duration: 2012 Apr 162012 Apr 20

Publication series

NameWWW'12 - Proceedings of the 21st Annual Conference on World Wide Web Companion

Other

Other21st Annual Conference on World Wide Web, WWW'12
CountryFrance
CityLyon
Period12-04-1612-04-20

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications

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