Theories for influencer identification in complex networks

In social and biological systems, the structural heterogeneity of interaction networks gives rise to the emergence of a small set of influential nodes, or influencers, in a series of dynamical processes. Although much smaller than the entire network, these influencers were observed to be able to shape the collective dynamics of large populations in different contexts. As such, the successful identification of influencers should have profound implications in various real-world spreading dynamics such as viral marketing, epidemic outbreaks and cascading failure. In this chapter, we first summarize the centrality-based approach in finding single influencers in complex networks, and then discuss the more complicated problem of locating multiple influencers from a collective point of view. Progress rooted in collective influence theory, belief-propagation and computer science will be presented. Finally, we present some applications of influencer identification in diverse real-world systems, including online social platforms, scientific publication, brain networks and socioeconomic systems.Comment: 24 pages, 6 figure

Influence Detection And Spread Estimation in Social Networks

A social network is an online platform, where people communicate and share information with each other. Popular social network features, which make them di erent from traditional communication platforms, are: following a user, re-tweeting a post, liking and commenting on a post etc. Many companies use various social networking platforms extensively as a medium for marketing their products. A xed amount of budget is alloted by the companies to maximize the positive in uence of their product. Every social network consists of a set of users (people) with connections between them. Each user has the potential to extend its in uence across this network. The amount of in uence propagated by some users is larger as compared to others. Companies, given a xed budget, target this subset of users to attain maximum in uence spread. We can model this as an in uence maximization problem. This subset of users then in uence the behavior or choices of other users by methods like word of mouth, actions etc. through an in uence propagation across the network. The aim of this project is to compare di erent known and new proposed algorithms for the in uence maximization problem. We measure the e ciency of each algorithm based on the number of vertices in uenced by the initial set of in uencers. In addition, a comparison of computation time required for each algorithm is done using various synthetic random graphs and real world social network datasets

Viral Marketing for Smart Cities: Influencers in Social Network Communities

Social networks are used by cities primarily for announcing local-area events, but also for increasing engagement of citizens in votes and elections. Given the current plethora of heterogeneous social networks, city administrators can benefit from social networks to promote initiatives, which are important to a current smart city as well use them to discover future needs in order to manage resources more efficiently. Our focus in this paper is how we can adapt commercial and viral marketing techniques to smart city systems to influence the behavior, opinion and choices of citizens in order to improve their well being and that of the whole society as well as predicting future trends and events

Identifying influencers in a social network : the value of real referral data

Individuals influence each other through social interactions and marketers aim to leverage this interpersonal influence to attract new customers. It still remains a challenge to identify those customers in a social network that have the most influence on their social connections. A common approach to the influence maximization problem is to simulate influence cascades through the network based on the existence of links in the network using diffusion models. Our study contributes to the literature by evaluating these principles using real-life referral behaviour data. A new ranking metric, called Referral Rank, is introduced that builds on the game theoretic concept of the Shapley value for assigning each individual in the network a value that reflects the likelihood of referring new customers. We also explore whether these methods can be further improved by looking beyond the one-hop neighbourhood of the influencers. Experiments on a large telecommunication data set and referral data set demonstrate that using traditional simulation based methods to identify influencers in a social network can lead to suboptimal decisions as the results overestimate actual referral cascades. We also find that looking at the influence of the two-hop neighbours of the customers improves the influence spread and product adoption. Our findings suggest that companies can take two actions to improve their decision support system for identifying influential customers: (1) improve the data by incorporating data that reflects the actual referral behaviour of the customers or (2) extend the method by looking at the influence of the connections in the two-hop neighbourhood of the customers

Human-Centric Cyber Social Computing Model for Hot-Event Detection and Propagation

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.Microblogging networks have gained popularity in recent years as a platform enabling expressions of human emotions, through which users can conveniently produce contents on public events, breaking news, and/or products. Subsequently, microblogging networks generate massive amounts of data that carry opinions and mass sentiment on various topics. Herein, microblogging is regarded as a useful platform for detecting and propagating new hot events. It is also a useful channel for identifying high-quality posts, popular topics, key interests, and high-influence users. The existence of noisy data in the traditional social media data streams enforces to focus on human-centric computing. This paper proposes a human-centric social computing (HCSC) model for hot-event detection and propagation in microblogging networks. In the proposed HCSC model, all posts and users are preprocessed through hypertext induced topic search (HITS) for determining high-quality subsets of the users, topics, and posts. Then, a latent Dirichlet allocation (LDA)-based multiprototype user topic detection method is used for identifying users with high influence in the network. Furthermore, an influence maximization is used for final determination of influential users based on the user subsets. Finally, the users mined by influence maximization process are generated as the influential user sets for specific topics. Experimental results prove the superiority of our HCSC model against similar models of hot-event detection and information propagation

Fragmenting networks by targeting collective influencers at a mesoscopic level

A practical approach to protecting networks against epidemic processes such as spreading of infectious diseases, malware, and harmful viral information is to remove some influential nodes beforehand to fragment the network into small components. Because determining the optimal order to remove nodes is a computationally hard problem, various approximate algorithms have been proposed to efficiently fragment networks by sequential node removal. Morone and Makse proposed an algorithm employing the non-backtracking matrix of given networks, which outperforms various existing algorithms. In fact, many empirical networks have community structure, compromising the assumption of local tree-like structure on which the original algorithm is based. We develop an immunization algorithm by synergistically combining the Morone-Makse algorithm and coarse graining of the network in which we regard a community as a supernode. In this way, we aim to identify nodes that connect different communities at a reasonable computational cost. The proposed algorithm works more efficiently than the Morone-Makse and other algorithms on networks with community structure.Comment: 5 figures, 3 tables, and SI include

MCD: A Modified Community Diversity Approach for Detecting Influential Nodes in Social Networks

Over the last couple of decades, Social Networks have connected people on the web from across the globe and have become a crucial part of our daily life. These networks have also rapidly grown as platforms for propagating products, ideas, and opinions to target a wider audience. This calls for the need to find influential nodes in a network for a variety of reasons, including the curb of misinformation being spread across the networks, advertising products efficiently, finding prominent protein structures in biological networks, etc. In this paper, we propose Modified Community Diversity (MCD), a novel method for finding influential nodes in a network by exploiting community detection and a modified community diversity approach. We extend the concept of community diversity to a two-hop scenario. This helps us evaluate a node's possible influence over a network more accurately and also avoids the selection of seed nodes with an overlapping scope of influence. Experimental results verify that MCD outperforms various other state-of-the-art approaches on eight datasets cumulatively across three performance metrics.Comment: 18 pages 4 Figure