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

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

Submodular Inference of Diffusion Networks from Multiple Trees

Diffusion and propagation of information, influence and diseases take place over increasingly larger networks. We observe when a node copies information, makes a decision or becomes infected but networks are often hidden or unobserved. Since networks are highly dynamic, changing and growing rapidly, we only observe a relatively small set of cascades before a network changes significantly. Scalable network inference based on a small cascade set is then necessary for understanding the rapidly evolving dynamics that govern diffusion. In this article, we develop a scalable approximation algorithm with provable near-optimal performance based on submodular maximization which achieves a high accuracy in such scenario, solving an open problem first introduced by Gomez-Rodriguez et al (2010). Experiments on synthetic and real diffusion data show that our algorithm in practice achieves an optimal trade-off between accuracy and running time.Comment: To appear in the 29th International Conference on Machine Learning (ICML), 2012. Website: http://www.stanford.edu/~manuelgr/network-inference-multitree

Sample Complexity Bounds for Influence Maximization

Influence maximization (IM) is the problem of finding for a given s ? 1 a set S of |S|=s nodes in a network with maximum influence. With stochastic diffusion models, the influence of a set S of seed nodes is defined as the expectation of its reachability over simulations, where each simulation specifies a deterministic reachability function. Two well-studied special cases are the Independent Cascade (IC) and the Linear Threshold (LT) models of Kempe, Kleinberg, and Tardos [Kempe et al., 2003]. The influence function in stochastic diffusion is unbiasedly estimated by averaging reachability values over i.i.d. simulations. We study the IM sample complexity: the number of simulations needed to determine a (1-?)-approximate maximizer with confidence 1-?. Our main result is a surprising upper bound of O(s ? ?^{-2} ln (n/?)) for a broad class of models that includes IC and LT models and their mixtures, where n is the number of nodes and ? is the number of diffusion steps. Generally ? ? n, so this significantly improves over the generic upper bound of O(s n ?^{-2} ln (n/?)). Our sample complexity bounds are derived from novel upper bounds on the variance of the reachability that allow for small relative error for influential sets and additive error when influence is small. Moreover, we provide a data-adaptive method that can detect and utilize fewer simulations on models where it suffices. Finally, we provide an efficient greedy design that computes an (1-1/e-?)-approximate maximizer from simulations and applies to any submodular stochastic diffusion model that satisfies the variance bounds

Defending Elections Against Malicious Spread of Misinformation

The integrity of democratic elections depends on voters' access to accurate information. However, modern media environments, which are dominated by social media, provide malicious actors with unprecedented ability to manipulate elections via misinformation, such as fake news. We study a zero-sum game between an attacker, who attempts to subvert an election by propagating a fake new story or other misinformation over a set of advertising channels, and a defender who attempts to limit the attacker's impact. Computing an equilibrium in this game is challenging as even the pure strategy sets of players are exponential. Nevertheless, we give provable polynomial-time approximation algorithms for computing the defender's minimax optimal strategy across a range of settings, encompassing different population structures as well as models of the information available to each player. Experimental results confirm that our algorithms provide near-optimal defender strategies and showcase variations in the difficulty of defending elections depending on the resources and knowledge available to the defender.Comment: Full version of paper accepted to AAAI 201