Maximizing influence-based group shapley centrality

A key problem in network analysis is the influence maximization problem, which consists of finding a set S of at most k seed users in a social network, such that the spread of information from S is maximized. We investigate the problem of choosing the best set of seeds when there exists an unknown pre-existing set of seed nodes. Our work extends the one of Chen and Teng (WWW'17) who introduced the so-called Shapley centrality of a node to measure the efficiency of nodes acting as seeds within a pre-existing but unknown set of seeds. We instead consider the question: Which set of cardinality k to target in this kind of scenario? The resulting optimization problem reveals very challenging, that is, assuming common computational complexity conjectures, we obtain strong hardness of approximation results. Nevertheless,we design a greedy algorithm which achieves an approximation factor of 1-1/e/k - ∈ for any ∈ > 0, showing that not all is lost in settings where k is bounded

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

Vulnerability and power on networks

Inspired by socio-political scenarios, like dictatorships, in which a minority of people exercise control over a majority of weakly interconnected individuals, we propose vulnerability and power measures defined on groups of actors of networks. We establish an unexpected connection between network vulnerability and graph regularizability. We use the Shapley value of coalition games to introduce fresh notions of vulnerability and power at node level defined in terms of the corresponding measures at group level. We investigate the computational complexity of computing the defined measures, both at group and node levels, and provide effective methods to quantify them. Finally we test vulnerability and power on both artificial and real network

A shapley value-based approach to discover influential nodes in social networks

Our study concerns an important current problem, that of diffusion of information in social networks. This problem has received significant attention from the Internet research community in the recent times, driven by many potential applications such as viral marketing and sales promotions. In this paper, we focus on the target set selection problem, which involves discovering a small subset of influential players in a given social network, to perform a certain task of information diffusion. The target set selection problem manifests in two forms: 1) top-k nodes problem and 2) λ-coverage problem. In the top-k nodes problem, we are required to find a set of k key nodes that would maximize the number of nodes being influenced in the network. The λ-coverage problem is concerned with finding a set of key nodes having minimal size that can influence a given percentage λ of the nodes in the entire network. We propose a new way of solving these problems using the concept of Shapley value which is a well known solution concept in cooperative game theory. Our approach leads to algorithms which we call the ShaPley value-based Influential Nodes (SPINs) algorithms for solving the top-k nodes problem and the λ-coverage problem. We compare the performance of the proposed SPIN algorithms with well known algorithms in the literature. Through extensive experimentation on four synthetically generated random graphs and six-real-world data sets (Celegans, Jazz, NIPS coauthorship data set, Netscience data set, High-Energy Physics data set, and Political Books data set), we show that the proposed SPIN approach is more powerful and computationally efficient