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

Searching for superspreaders of information in real-world social media

A number of predictors have been suggested to detect the most influential spreaders of information in online social media across various domains such as Twitter or Facebook. In particular, degree, PageRank, k-core and other centralities have been adopted to rank the spreading capability of users in information dissemination media. So far, validation of the proposed predictors has been done by simulating the spreading dynamics rather than following real information flow in social networks. Consequently, only model-dependent contradictory results have been achieved so far for the best predictor. Here, we address this issue directly. We search for influential spreaders by following the real spreading dynamics in a wide range of networks. We find that the widely-used degree and PageRank fail in ranking users' influence. We find that the best spreaders are consistently located in the k-core across dissimilar social platforms such as Twitter, Facebook, Livejournal and scientific publishing in the American Physical Society. Furthermore, when the complete global network structure is unavailable, we find that the sum of the nearest neighbors' degree is a reliable local proxy for user's influence. Our analysis provides practical instructions for optimal design of strategies for "viral" information dissemination in relevant applications.Comment: 12 pages, 7 figure

Benchmarking Measures of Network Influence

Identifying key agents for the transmission of diseases (ideas, technology, etc.) across social networks has predominantly relied on measures of centrality on a static base network or a temporally flattened graph of agent interactions. Various measures have been proposed as the best trackers of influence, such as degree centrality, betweenness, and $k$-shell, depending on the structure of the connectivity. We consider SIR and SIS propagation dynamics on a temporally-extruded network of observed interactions and measure the conditional marginal spread as the change in the magnitude of the infection given the removal of each agent at each time: its temporal knockout (TKO) score. We argue that the exhaustive approach of the TKO score makes it an effective benchmark measure for evaluating the accuracy of other, often more practical, measures of influence. We find that none of the common network measures applied to the induced flat graphs are accurate predictors of network propagation influence on the systems studied; however, temporal networks and the TKO measure provide the requisite targets for the hunt for effective predictive measures

Spreading processes in Multilayer Networks

Several systems can be modeled as sets of interconnected networks or networks with multiple types of connections, here generally called multilayer networks. Spreading processes such as information propagation among users of an online social networks, or the diffusion of pathogens among individuals through their contact network, are fundamental phenomena occurring in these networks. However, while information diffusion in single networks has received considerable attention from various disciplines for over a decade, spreading processes in multilayer networks is still a young research area presenting many challenging research issues. In this paper we review the main models, results and applications of multilayer spreading processes and discuss some promising research directions.Comment: 21 pages, 3 figures, 4 table

Virus Propagation in Multiple Profile Networks

Suppose we have a virus or one competing idea/product that propagates over a multiple profile (e.g., social) network. Can we predict what proportion of the network will actually get "infected" (e.g., spread the idea or buy the competing product), when the nodes of the network appear to have different sensitivity based on their profile? For example, if there are two profiles $\mathcal{A}$ and $\mathcal{B}$ in a network and the nodes of profile $\mathcal{A}$ and profile $\mathcal{B}$ are susceptible to a highly spreading virus with probabilities $\beta_{\mathcal{A}}$ and $\beta_{\mathcal{B}}$ respectively, what percentage of both profiles will actually get infected from the virus at the end? To reverse the question, what are the necessary conditions so that a predefined percentage of the network is infected? We assume that nodes of different profiles can infect one another and we prove that under realistic conditions, apart from the weak profile (great sensitivity), the stronger profile (low sensitivity) will get infected as well. First, we focus on cliques with the goal to provide exact theoretical results as well as to get some intuition as to how a virus affects such a multiple profile network. Then, we move to the theoretical analysis of arbitrary networks. We provide bounds on certain properties of the network based on the probabilities of infection of each node in it when it reaches the steady state. Finally, we provide extensive experimental results that verify our theoretical results and at the same time provide more insight on the problem

Finding an infection source under the SIS model

We consider the problem of identifying an infection source based only on an observed set of infected nodes in a network, assuming that the infection process follows a Susceptible-Infected-Susceptible (SIS) model. We derive an estimator based on estimating the most likely infection source associated with the most likely infection path. Simulation results on regular trees suggest that our estimator performs consistently better than the minimum distance centrality based heuristic