ADVERTISEMENT ALLOCATION AND TRUST MECHANISMS DESIGN IN SOCIAL NETWORKS

Social network sites (SNS), such as Facebook, Google+ and Twitter, have attracted hundreds of millions of users daily since their appearance. Within SNS, users connect to each other, express their identity, disseminate information and form cooperation by interacting with their connected peers. The increasing popularity and ubiquity of SNS usage and the invaluable user behaviors and connections give birth to many applications and business models. We look into several important problems within the social network ecosystem. The first one is the SNS advertisement allocation problem. The other two are related to trust mechanisms design in social network setting, including local trust inference and global trust evaluation. In SNS advertising, we study the problem of advertisement allocation from the ad platform's angle, and discuss its differences with the advertising model in the search engine setting. By leveraging the connection between social networks and hyperbolic geometry, we propose to solve the problem via approximation using hyperbolic embedding and convex optimization. A hyperbolic embedding method, \hcm, is designed for the SNS ad allocation problem, and several components are introduced to realize the optimization formulation. We show the advantages of our new approach in solving the problem compared to the baseline integer programming (IP) formulation. In studying the problem of trust mechanisms in social networks, we consider the existence of distrust (i.e. negative trust) relationships, and differentiate between the concept of local trust and global trust in social network setting. In the problem of local trust inference, we propose a 2-D trust model. Based on the model, we develop a semiring-based trust inference framework. In global trust evaluation, we consider a general setting with conflicting opinions, and propose a consensus-based approach to solve the complex problem in signed trust networks

Classical Dynamic Consensus and Opinion Dynamics Models: A Survey of Recent Trends and Methodologies

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Consensus reaching is an iterative and dynamic process that supports group decision-making models by guiding decision-makers towards modifying their opinions through a feedback mechanism. Many attempts have been recently devoted to the design of efficient consensus reaching processes, especially when the dynamism is dependent on time, which aims to deal with opinion dynamics models. The emergence of novel methodologies in this field has been accelerated over recent years. In this regard, the present work is concerned with a systematic review of classical dynamic consensus and opinion dynamics models. The most recent trends of both models are identified and the developed methodologies are described in detail. Challenges of each model and open problems are discussed and worthwhile directions for future research are given. Our findings denote that due to technological advancements, a majority of recent literature works are concerned with the large-scale group decision-making models, where the interactions of decision-makers are enabled via social networks. Managing the behavior of decision-makers and consensus reaching with the minimum adjustment cost under social network analysis have been the top priorities for researchers in the design of classical consensus and opinion dynamics models

Statistical physics approaches to large-scale socio-economic networks

Die statistische Physik erforschte im letzten Jahrzehnt eine Fülle von wissenschaftlichen Gebieten, was zu einem besseren quantitativen Verständnis von verschiedenen, aus vielen Elementen bestehenden Systemen, z.B. von sozialen Systemen, geführt hat. Eine empirische Quantifizierung von menschlichem Verhalten auf gesellschaftlichem Niveau hat sich allerdings bisher als sehr schwierig erwiesen, wegen Problemen bei der Gewinnung und Qualität von Daten. In dieser Doktorarbeit erstellen wir zum ersten mal einen umfangreichen über fünf Jahre gesammelten Datensatz, der praktisch alle Aktionen und Eigenschaften der 350.000 Teilnehmer einer gesamten menschlichen Gesellschaft aus einem selbstentwickelten Massive Multiplayer Online Game enthält. Wir beschreiben dieses aus stark wechselwirkenden Spielern bestehende soziale System in drei Ebenen. In einem ersten Schritt analysieren wir die Individuen und deren Verhalten im Verlauf der Zeit. Eine Skalen- und Fluktuationsanalyse von Aktions-Reaktions-Zeitreihen enthüllt Persistenz der möglichen Aktionen und qualitative Unterschiede zwischen "guten" und "schlechten" Spielern. Wir untersuchen danach den Diffusionsprozess der im Spieluniversum stattfindenden Bewegungen der Individuen. Wir finden Subdiffusivität und eine durch ein Potenzgesetz verteilte Präferenz zu kürzlich besuchten Orten zurückzukehren. Zweitens, auf der nächsthöheren Ebene, verwenden wir Netzwerktheorie um die topologische Struktur der Interaktionen zwischen Individuen zu quantifizieren. Wir konzentrieren uns auf sechs durch direkte Interaktionen definierte Netzwerke, drei davon positiv (Handel, Freundschaft, Kommunikation), drei negativ (Feindschaft, Attacke, Bestrafung). Diese Netzwerke weisen nichttriviale statistische Eigenschaften auf, z.B. skaleninvariante Topologie, und entwickeln sich in der Zeit, was uns erlaubt eine Reihe von Hypothesen über sozialdynamische Phänomene zu testen. Wir finden qualitative Unterschiede zwischen positiven und negativen Netzwerken in Evolution und Struktur. Schließlich untersuchen wir das Multiplex-Netzwerk der Spielergesellschaft, das sich aus den einzelnen Netzwerk-Schichten zusammensetzt. Wir quantifizieren Interaktionen zwischen verschiedenen Netzwerken und zeigen die nichttrivialen Organisationsprinzipien auf die auch in echten menschlichen Gesellschaften beobachtet wurden. Unsere Erkenntnisse liefern Belege für die Hypothese der strukturellen Balance, die eine Vermeidung von gewissen frustrierten Zuständen auf mikroskopischem Niveau postuliert. Mit diesem Aufbau demonstrieren wir die Möglichkeit der Gewinnung neuartiger wissenschaftlicher Erkenntnisse über die Natur von kollektivem menschlichen Verhalten in großangelegten sozialen Systemen.In the past decade a variety of fields has been explored by statistical physicists, leading to an increase of our quantitative understanding of various systems composed of many interacting elements, such as social systems. However, an empirical quantification of human behavior on a societal level has so far proved to be tremendously difficult due to problems in data availability, quality and ways of acquisition. In this doctoral thesis we compile for the first time a large-scale data set consisting of practically all actions and properties of 350,000 odd participants of an entire human society interacting in a self-developed Massive Multiplayer Online Game, over a period of five years. We describe this social system composed of strongly interacting players in the game in three consecutive levels. In a first step, we examine the individuals and their behavioral properties over time. A scaling and fluctuation analysis of action-reaction time-series reveals persistence of the possible actions and qualitative differences between "good" and "bad" players. We then study and model the diffusion process of human mobility occurring within the "game universe". We find subdiffusion and a power-law distributed preference to return to more recently visited locations. Second, on a higher level, we use network theory to quantify the topological structure of interactions between the individuals. We focus on six network types defined by direct interactions, three of them with a positive connotation (trade, friendship, communication), three with a negative one (enmity, attack, punishment). These networks exhibit non-trivial statistical properties, e.g. scale-free topology, and evolve over time, allowing to test a series of long-standing social-dynamics hypotheses. We find qualitative differences in evolution and topological structure between positive and negative tie networks. Finally, on a yet higher level, we consider the multiplex network of the player society, constituted by the coupling of the single network layers. We quantify interactions between different networks and detect the non-trivial organizational principles which lead to the observed structure of the system and which have been observed in real human societies as well. Our findings with the multiplex framework provide evidence for the half-century old hypothesis of structural balance, where certain frustrated states on a microscopic level tend to be avoided. Within this setup we demonstrate the feasibility for generating novel scientific insights on the nature of collective human behavior in large-scale social systems

LIPIcs, Volume 274, ESA 2023, Complete Volume

LIPIcs, Volume 274, ESA 2023, Complete Volum