From Competition to Complementarity: Comparative Influence Diffusion and Maximization

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 information propagation, but also on a node-level automaton whose behavior is governed by a set of model parameters, enabling our model to capture not only competition, but also complementarity, to any possible degree. We study two natural optimization problems, Self Influence Maximization and Complementary Influence Maximization, in a novel setting with complementary entities. Both problems are NP-hard, and we devise efficient and effective approximation algorithms via non-trivial techniques based on reverse-reachable sets and a novel "sandwich approximation". The applicability of both techniques extends beyond our model and problems. Our experiments show that the proposed algorithms consistently outperform intuitive baselines in four real-world social networks, often by a significant margin. In addition, we learn model parameters from real user action logs.Comment: An abridged of this work is to appear in the Proceedings of VLDB Endowment (PVDLB), Vol 9, No 2. Also, the paper will be presented in the VLDB 2016 conference in New Delhi, India. This update contains new theoretical and experimental results, and the paper is now in single-column format (44 pages

Flow-based Influence Graph Visual Summarization

Visually mining a large influence graph is appealing yet challenging. People are amazed by pictures of newscasting graph on Twitter, engaged by hidden citation networks in academics, nevertheless often troubled by the unpleasant readability of the underlying visualization. Existing summarization methods enhance the graph visualization with blocked views, but have adverse effect on the latent influence structure. How can we visually summarize a large graph to maximize influence flows? In particular, how can we illustrate the impact of an individual node through the summarization? Can we maintain the appealing graph metaphor while preserving both the overall influence pattern and fine readability? To answer these questions, we first formally define the influence graph summarization problem. Second, we propose an end-to-end framework to solve the new problem. Our method can not only highlight the flow-based influence patterns in the visual summarization, but also inherently support rich graph attributes. Last, we present a theoretic analysis and report our experiment results. Both evidences demonstrate that our framework can effectively approximate the proposed influence graph summarization objective while outperforming previous methods in a typical scenario of visually mining academic citation networks.Comment: to appear in IEEE International Conference on Data Mining (ICDM), Shen Zhen, China, December 201

Maximizing Welfare in Social Networks under a Utility Driven Influence Diffusion Model

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 loyalty, which is not addressed in prior work in the IM literature. In this paper, we address all three limitations and propose a novel model called UIC that combines utility-driven item adoption with influence propagation over networks. Focusing on the mutually complementary setting, we formulate the problem of social welfare maximization in this novel setting. We show that while the objective function is neither submodular nor supermodular, surprisingly a simple greedy allocation algorithm achieves a factor of $(1-1/e-\epsilon)$ of the optimum expected social welfare. We develop \textsf{bundleGRD}, a scalable version of this approximation algorithm, and demonstrate, with comprehensive experiments on real and synthetic datasets, that it significantly outperforms all baselines.Comment: 33 page

Probing Limits of Information Spread with Sequential Seeding

We consider here information spread which propagates with certain probability from nodes just activated to their not yet activated neighbors. Diffusion cascades can be triggered by activation of even a small set of nodes. Such activation is commonly performed in a single stage. A novel approach based on sequential seeding is analyzed here resulting in three fundamental contributions. First, we propose a coordinated execution of randomized choices to enable precise comparison of different algorithms in general. We apply it here when the newly activated nodes at each stage of spreading attempt to activate their neighbors. Then, we present a formal proof that sequential seeding delivers at least as large coverage as the single stage seeding does. Moreover, we also show that, under modest assumptions, sequential seeding achieves coverage provably better than the single stage based approach using the same number of seeds and node ranking. Finally, we present experimental results showing how single stage and sequential approaches on directed and undirected graphs compare to the well-known greedy approach to provide the objective measure of the sequential seeding benefits. Surprisingly, applying sequential seeding to a simple degree-based selection leads to higher coverage than achieved by the computationally expensive greedy approach currently considered to be the best heuristic

Optimizing spread dynamics on graphs by message passing

Cascade processes are responsible for many important phenomena in natural and social sciences. Simple models of irreversible dynamics on graphs, in which nodes activate depending on the state of their neighbors, have been successfully applied to describe cascades in a large variety of contexts. Over the last decades, many efforts have been devoted to understand the typical behaviour of the cascades arising from initial conditions extracted at random from some given ensemble. However, the problem of optimizing the trajectory of the system, i.e. of identifying appropriate initial conditions to maximize (or minimize) the final number of active nodes, is still considered to be practically intractable, with the only exception of models that satisfy a sort of diminishing returns property called submodularity. Submodular models can be approximately solved by means of greedy strategies, but by definition they lack cooperative characteristics which are fundamental in many real systems. Here we introduce an efficient algorithm based on statistical physics for the optimization of trajectories in cascade processes on graphs. We show that for a wide class of irreversible dynamics, even in the absence of submodularity, the spread optimization problem can be solved efficiently on large networks. Analytic and algorithmic results on random graphs are complemented by the solution of the spread maximization problem on a real-world network (the Epinions consumer reviews network).Comment: Replacement for "The Spread Optimization Problem