Labeled influence maximization in social networks for target marketing

Fa Hsien Li, Cheng Te Li, Man Kwan Shan

研究成果: Conference contribution

29 引文 斯高帕斯(Scopus)

摘要

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.

原文English
主出版物標題Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011
頁面560-563
頁數4
DOIs
出版狀態Published - 2011 十二月 1
事件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
持續時間: 2011 十月 92011 十月 11

出版系列

名字Proceedings - 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
國家United States
城市Boston, MA
期間11-10-0911-10-11

    指紋

All Science Journal Classification (ASJC) codes

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

引用此

Li, F. H., Li, C. T., & Shan, M. K. (2011). Labeled influence maximization in social networks for target marketing. 於 Proceedings - 2011 IEEE International Conference on Privacy, Security, Risk and Trust and IEEE International Conference on Social Computing, PASSAT/SocialCom 2011 (頁 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