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

Method maximizing the spread of influence in directed signed weighted graphs

We propose a new method for maximizing the spread of influence, based on the identification of significant factors of the total energy of a control system. The model of a socio-economic system can be represented in the form of cognitive maps that are directed signed weighted graphs with cause-and-effect relationships and cycles. Identification and selection of target factors and effective control factors of a system is carried out as a solution to the optimal control problem. The influences are determined by the solution to optimization problem of maximizing the objective function, leading to matrix symmetrization. The gear-ratio symmetrization is based on computing the similarity extent of fan-beam structures of the influence spread of vertices v_i and v_j to all other vertices. This approach provides the real computational domain and correctness of solving the optimal control problem. In addition, it does not impose requirements for graphs to be ordering relationships, to have a matrix of special type or to fulfill stability conditions. In this paper, determination of new metrics of vertices, indicating and estimating the extent and the ability to effectively control, are likewise offered. Additionally, we provide experimental results over real cognitive models in support

Contextual Centrality: Going Beyond Network Structures

Centrality is a fundamental network property which ranks nodes by their structural importance. However, structural importance may not suffice to predict successful diffusions in a wide range of applications, such as word-of-mouth marketing and political campaigns. In particular, nodes with high structural importance may contribute negatively to the objective of the diffusion. To address this problem, we propose contextual centrality, which integrates structural positions, the diffusion process, and, most importantly, nodal contributions to the objective of the diffusion. We perform an empirical analysis of the adoption of microfinance in Indian villages and weather insurance in Chinese villages. Results show that contextual centrality of the first-informed individuals has higher predictive power towards the eventual adoption outcomes than other standard centrality measures. Interestingly, when the product of diffusion rate $p$ and the largest eigenvalue $\lambda_1$ is larger than one and diffusion period is long, contextual centrality linearly scales with eigenvector centrality. This approximation reveals that contextual centrality identifies scenarios where a higher diffusion rate of individuals may negatively influence the cascade payoff. Further simulations on the synthetic and real-world networks show that contextual centrality has the advantage of selecting an individual whose local neighborhood generates a high cascade payoff when $p \lambda_1 < 1$. Under this condition, stronger homophily leads to higher cascade payoff. Our results suggest that contextual centrality captures more complicated dynamics on networks and has significant implications for applications, such as information diffusion, viral marketing, and political campaigns

Probing Limits of Information Spread with Sequential Seeding

We consider here information spread which propagates with certain probability from nodes just activated to their not yet activated neighbors. Diffusion cascades can be triggered by activation of even a small set of nodes. Such activation is commonly performed in a single stage. A novel approach based on sequential seeding is analyzed here resulting in three fundamental contributions. First, we propose a coordinated execution of randomized choices to enable precise comparison of different algorithms in general. We apply it here when the newly activated nodes at each stage of spreading attempt to activate their neighbors. Then, we present a formal proof that sequential seeding delivers at least as large coverage as the single stage seeding does. Moreover, we also show that, under modest assumptions, sequential seeding achieves coverage provably better than the single stage based approach using the same number of seeds and node ranking. Finally, we present experimental results showing how single stage and sequential approaches on directed and undirected graphs compare to the well-known greedy approach to provide the objective measure of the sequential seeding benefits. Surprisingly, applying sequential seeding to a simple degree-based selection leads to higher coverage than achieved by the computationally expensive greedy approach currently considered to be the best heuristic

Clearing Contamination in Large Networks

In this work, we study the problem of clearing contamination spreading through a large network where we model the problem as a graph searching game. The problem can be summarized as constructing a search strategy that will leave the graph clear of any contamination at the end of the searching process in as few steps as possible. We show that this problem is NP-hard even on directed acyclic graphs and provide an efficient approximation algorithm. We experimentally observe the performance of our approximation algorithm in relation to the lower bound on several large online networks including Slashdot, Epinions and Twitter. The experiments reveal that in most cases our algorithm performs near optimally