Labeled influence maximization in social networks for target marketing

Fa Hsien Li, Cheng-Te Li, Man Kwan Shan

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

24 Citations (Scopus)

Abstract

The influence maximization problem is to find a set of seed nodes which maximize the spread of influence in a social network. The seed nodes are used for the viral marketing to gain the maximum profits through the effective word-of-mouth. However, in more real-world cases, marketers usually target certain products at particular groups of customers. While original influence maximization problem considers no product information and target customers, in this paper, we focus on the target marketing. We propose the labeled influence maximization problem, which aims to find a set of seed nodes which can trigger the maximum spread of influence on the target customers in a labeled social network. We propose three algorithms to solve such labeled influence maximization problem. We first develop the algorithms based on the greedy methods of original influence maximization by considering the target customers. Moreover, we develop a novel algorithm, Maximum Coverage, whose central idea is to offline compute the pairwise proximities of nodes in the labeled social network and online find the set of seed nodes. This allows the marketers to plan and evaluate strategies online for advertised products. The experimental results on IMDb labeled social network show our methods can achieve promising performances on both effectiveness and efficiency.

Original languageEnglish
Title of host publicationProceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011
Pages560-563
Number of pages4
DOIs
Publication statusPublished - 2011 Dec 1
Event2011 IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2011 and 2011 IEEE International Conference on Social Computing, SocialCom 2011 - Boston, MA, United States
Duration: 2011 Oct 92011 Oct 11

Publication series

NameProceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011

Other

Other2011 IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2011 and 2011 IEEE International Conference on Social Computing, SocialCom 2011
CountryUnited States
CityBoston, MA
Period11-10-0911-10-11

Fingerprint

Marketing
Seed
Profitability

All Science Journal Classification (ASJC) codes

  • Hardware and Architecture
  • Safety, Risk, Reliability and Quality

Cite this

Li, F. H., Li, C-T., & Shan, M. K. (2011). Labeled influence maximization in social networks for target marketing. In Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011 (pp. 560-563). [6113168] (Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011). https://doi.org/10.1109/PASSAT/SocialCom.2011.152
Li, Fa Hsien ; Li, Cheng-Te ; Shan, Man Kwan. / Labeled influence maximization in social networks for target marketing. Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011. 2011. pp. 560-563 (Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011).
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Li, FH, Li, C-T & Shan, MK 2011, Labeled influence maximization in social networks for target marketing. in Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011., 6113168, Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011, pp. 560-563, 2011 IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2011 and 2011 IEEE International Conference on Social Computing, SocialCom 2011, Boston, MA, United States, 11-10-09. https://doi.org/10.1109/PASSAT/SocialCom.2011.152

Labeled influence maximization in social networks for target marketing. / Li, Fa Hsien; Li, Cheng-Te; Shan, Man Kwan.

Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011. 2011. p. 560-563 6113168 (Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011).

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

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Li FH, Li C-T, Shan MK. Labeled influence maximization in social networks for target marketing. In Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011. 2011. p. 560-563. 6113168. (Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011). https://doi.org/10.1109/PASSAT/SocialCom.2011.152