Explaining Snapshots of Network Diffusions: Structural and Hardness Results

Much research has been done on studying the diffusion of ideas or technologies on social networks including the \textit{Influence Maximization} problem and many of its variations. Here, we investigate a type of inverse problem. Given a snapshot of the diffusion process, we seek to understand if the snapshot is feasible for a given dynamic, i.e., whether there is a limited number of nodes whose initial adoption can result in the snapshot in finite time. While similar questions have been considered for epidemic dynamics, here, we consider this problem for variations of the deterministic Linear Threshold Model, which is more appropriate for modeling strategic agents. Specifically, we consider both sequential and simultaneous dynamics when deactivations are allowed and when they are not. Even though we show hardness results for all variations we consider, we show that the case of sequential dynamics with deactivations allowed is significantly harder than all others. In contrast, sequential dynamics make the problem trivial on cliques even though it's complexity for simultaneous dynamics is unknown. We complement our hardness results with structural insights that can help better understand diffusions of social networks under various dynamics.Comment: 14 pages, 3 figure

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

Maximizing Activity in Ising Networks via the TAP Approximation

A wide array of complex biological, social, and physical systems have recently been shown to be quantitatively described by Ising models, which lie at the intersection of statistical physics and machine learning. Here, we study the fundamental question of how to optimize the state of a networked Ising system given a budget of external influence. In the continuous setting where one can tune the influence applied to each node, we propose a series of approximate gradient ascent algorithms based on the Plefka expansion, which generalizes the na\"{i}ve mean field and TAP approximations. In the discrete setting where one chooses a small set of influential nodes, the problem is equivalent to the famous influence maximization problem in social networks with an additional stochastic noise term. In this case, we provide sufficient conditions for when the objective is submodular, allowing a greedy algorithm to achieve an approximation ratio of $1-1/e$. Additionally, we compare the Ising-based algorithms with traditional influence maximization algorithms, demonstrating the practical importance of accurately modeling stochastic fluctuations in the system

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

How to Influence People with Partial Incentives

We study the power of fractional allocations of resources to maximize influence in a network. This work extends in a natural way the well-studied model by Kempe, Kleinberg, and Tardos (2003), where a designer selects a (small) seed set of nodes in a social network to influence directly, this influence cascades when other nodes reach certain thresholds of neighbor influence, and the goal is to maximize the final number of influenced nodes. Despite extensive study from both practical and theoretical viewpoints, this model limits the designer to a binary choice for each node, with no way to apply intermediate levels of influence. This model captures some settings precisely, e.g. exposure to an idea or pathogen, but it fails to capture very relevant concerns in others, for example, a manufacturer promoting a new product by distributing five "20% off" coupons instead of giving away one free product. While fractional versions of problems tend to be easier to solve than integral versions, for influence maximization, we show that the two versions have essentially the same computational complexity. On the other hand, the two versions can have vastly different solutions: the added flexibility of fractional allocation can lead to significantly improved influence. Our main theoretical contribution is to show how to adapt the major positive results from the integral case to the fractional case. Specifically, Mossel and Roch (2006) used the submodularity of influence to obtain their integral results; we introduce a new notion of continuous submodularity, and use this to obtain matching fractional results. We conclude that we can achieve the same greedy $(1-1/e-\epsilon)$-approximation for the fractional case as the integral case. In practice, we find that the fractional model performs substantially better than the integral model, according to simulations on real-world social network data

Minimizing Seed Set Selection with Probabilistic Coverage Guarantee in a Social Network

A topic propagating in a social network reaches its tipping point if the number of users discussing it in the network exceeds a critical threshold such that a wide cascade on the topic is likely to occur. In this paper, we consider the task of selecting initial seed users of a topic with minimum size so that with a guaranteed probability the number of users discussing the topic would reach a given threshold. We formulate the task as an optimization problem called seed minimization with probabilistic coverage guarantee (SM-PCG). This problem departs from the previous studies on social influence maximization or seed minimization because it considers influence coverage with probabilistic guarantees instead of guarantees on expected influence coverage. We show that the problem is not submodular, and thus is harder than previously studied problems based on submodular function optimization. We provide an approximation algorithm and show that it approximates the optimal solution with both a multiplicative ratio and an additive error. The multiplicative ratio is tight while the additive error would be small if influence coverage distributions of certain seed sets are well concentrated. For one-way bipartite graphs we analytically prove the concentration condition and obtain an approximation algorithm with an $O(\log n)$ multiplicative ratio and an $O(\sqrt{n})$ additive error, where $n$ is the total number of nodes in the social graph. Moreover, we empirically verify the concentration condition in real-world networks and experimentally demonstrate the effectiveness of our proposed algorithm comparing to commonly adopted benchmark algorithms.Comment: Conference version will appear in KDD 201