Holistic Influence Maximization: Combining Scalability and Efficiency with Opinion-Aware Models

The steady growth of graph data from social networks has resulted in wide-spread research in finding solutions to the influence maximization problem. In this paper, we propose a holistic solution to the influence maximization (IM) problem. (1) We introduce an opinion-cum-interaction (OI) model that closely mirrors the real-world scenarios. Under the OI model, we introduce a novel problem of Maximizing the Effective Opinion (MEO) of influenced users. We prove that the MEO problem is NP-hard and cannot be approximated within a constant ratio unless P=NP. (2) We propose a heuristic algorithm OSIM to efficiently solve the MEO problem. To better explain the OSIM heuristic, we first introduce EaSyIM - the opinion-oblivious version of OSIM, a scalable algorithm capable of running within practical compute times on commodity hardware. In addition to serving as a fundamental building block for OSIM, EaSyIM is capable of addressing the scalability aspect - memory consumption and running time, of the IM problem as well. Empirically, our algorithms are capable of maintaining the deviation in the spread always within 5% of the best known methods in the literature. In addition, our experiments show that both OSIM and EaSyIM are effective, efficient, scalable and significantly enhance the ability to analyze real datasets.Comment: ACM SIGMOD Conference 2016, 18 pages, 29 figure

Modelling of trends in Twitter using retweet graph dynamics

In this paper we model user behaviour in Twitter to capture the emergence of trending topics. For this purpose, we first extensively analyse tweet datasets of several different events. In particular, for these datasets, we construct and investigate the retweet graphs. We find that the retweet graph for a trending topic has a relatively dense largest connected component (LCC). Next, based on the insights obtained from the analyses of the datasets, we design a mathematical model that describes the evolution of a retweet graph by three main parameters. We then quantify, analytically and by simulation, the influence of the model parameters on the basic characteristics of the retweet graph, such as the density of edges and the size and density of the LCC. Finally, we put the model in practice, estimate its parameters and compare the resulting behavior of the model to our datasets.Comment: 16 pages, 5 figures, presented at WAW 201

Birds of a Feather Talk Together: User Influence on Language Adoption

Language is in constant flux be it from changes in meaning to the introduction of new terms. At the user level it changes by users accommodating their language in relation to whom they are in contact with. By mining diffusion's of new terms across social networks we detect the influence between users and communities. This is then used to compute the user activation threshold at which they adopt new terms dependent on their neighbours. We apply this method to four different networks from two popular on-line social networks (Reddit and Twitter). This research highlights novel results: by testing the network through random shuffles we show that the time at which a user adopts a term is dependent on the local structure, however, a large part of the influence comes from the global structure and that influence between users and communities is not significantly dependent on network structures