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

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

LATTE: Application Oriented Social Network Embedding

In recent years, many research works propose to embed the network structured data into a low-dimensional feature space, where each node is represented as a feature vector. However, due to the detachment of embedding process with external tasks, the learned embedding results by most existing embedding models can be ineffective for application tasks with specific objectives, e.g., community detection or information diffusion. In this paper, we propose study the application oriented heterogeneous social network embedding problem. Significantly different from the existing works, besides the network structure preservation, the problem should also incorporate the objectives of external applications in the objective function. To resolve the problem, in this paper, we propose a novel network embedding framework, namely the "appLicAtion orienTed neTwork Embedding" (Latte) model. In Latte, the heterogeneous network structure can be applied to compute the node "diffusive proximity" scores, which capture both local and global network structures. Based on these computed scores, Latte learns the network representation feature vectors by extending the autoencoder model model to the heterogeneous network scenario, which can also effectively unite the objectives of network embedding and external application tasks. Extensive experiments have been done on real-world heterogeneous social network datasets, and the experimental results have demonstrated the outstanding performance of Latte in learning the representation vectors for specific application tasks.Comment: 11 Pages, 12 Figures, 1 Tabl

Socioeconomic Networks with Long-Range Interactions

We study a modified version of a model previously proposed by Jackson and Wolinsky to account for communicating information and allocating goods in socioeconomic networks. In the model, the utility function of each node is given by a weighted sum of contributions from all accessible nodes. The weights, parameterized by the variable $\delta$, decrease with distance. We introduce a growth mechanism where new nodes attach to the existing network preferentially by utility. By increasing $\delta$, the network structure evolves from a power-law to an exponential degree distribution, passing through a regime characterised by shorter average path length, lower degree assortativity and higher central point dominance. In the second part of the paper we compare different network structures in terms of the average utility received by each node. We show that power-law networks provide higher average utility than Poisson random networks. This provides a possible justification for the ubiquitousness of scale-free networks in the real world.Comment: 11 pages, 8 figures, minor correction

Multi-Source-Driven Asynchronous Diffusion Model for Video-Sharing in Online Social Networks

Characterizing the video diffusion in online social networks (OSNs) is not only instructive for network traffic engineering, but also provides insights into the information diffusion process. A number of continuous-time diffusion models have been proposed to describe video diffusion under the assumption that the activation latency along social links follows a single parametric distribution. However, such assumption has not been empirically verified. Moreover, a user usually has multiple activated neighbors with different activation times, and it is hard to distinguish the different contributions of these multiple potential sources. To fill this gap, we study the multiple-source-driven asynchronous information diffusion problem based on substantial video diffusion traces. Specifically, we first investigate the latency of information propagation along social links and define the single-source (SS) activation latency for an OSN user. We find that the SS activation latency follows the exponential mixture model. Then we develop an analytical framework which incorporates the temporal factor and the influence of multiple sources to describe the influence propagation process. We show that one's activation probability decreases exponentially with time. We also show that the time shift of the exponential function is only determined by the most recent source (MRS) active user, but the total activation probability is the combination of influence exerted by all active neighbors. Based on these discoveries, we develop a multi-source-driven asynchronous diffusion model (MADM). Using maximum likelihood techniques, we develop an algorithm based on expectation maximization (EM) to learn model parameters, and validate our proposed model with real data. The experimental results show that the MADM obtains better prediction accuracy under various evaluation metrics.published_or_final_versio