Niche-Seeking in Influence Maximization with Adversary

In hotly contested product categories dominated by a few powerful firms, it is quite common for weaker or late en-trants to focus only on particular segments of the whole market. The rationale for such strategy is intuitive: to avoid direct confrontation with heavy-weight firms, and to concen-trate in segments where these weaker firms have comparative advantages. In marketing, this is what people called “go niche or go home”. The niche-building strategy may rely on “homophily”, which implies that consumers in a partic-ular market segment might possess certain set of attributes that cause them to appreciate certain products better (in other words, weaker firms would customize their products to target some particular market segments and not the mass market). On the other hand, the niche-building strateg

Identifying Influential Agents In Social Systems

This dissertation addresses the problem of influence maximization in social networks. In- fluence maximization is applicable to many types of real-world problems, including modeling contagion, technology adoption, and viral marketing. Here we examine an advertisement domain in which the overarching goal is to find the influential nodes in a social network, based on the network structure and the interactions, as targets of advertisement. The assumption is that advertisement budget limits prevent us from sending the advertisement to everybody in the network. Therefore, a wise selection of the people can be beneficial in increasing the product adoption. To model these social systems, agent-based modeling, a powerful tool for the study of phenomena that are difficult to observe within the confines of the laboratory, is used. To analyze marketing scenarios, this dissertation proposes a new method for propagating information through a social system and demonstrates how it can be used to develop a product advertisement strategy in a simulated market. We consider the desire of agents toward purchasing an item as a random variable and solve the influence maximization problem in steady state using an optimization method to assign the advertisement of available products to appropriate messenger agents. Our market simulation 1) accounts for the effects of group membership on agent attitudes 2) has a network structure that is similar to realistic human systems 3) models inter-product preference correlations that can be learned from market data. The results on synthetic data show that this method is significantly better than network analysis methods based on centrality measures. The optimized influence maximization (OIM) described above, has some limitations. For instance, it relies on a global estimation of the interaction among agents in the network, rendering it incapable of handling large networks. Although OIM is capable of finding the influential nodes in the social network in an optimized way and targeting them for advertising, in large networks, performing the matrix operations required to find the optimized solution is intractable. To overcome this limitation, we then propose a hierarchical influence maximization (HIM) iii algorithm for scaling influence maximization to larger networks. In the hierarchical method the network is partitioned into multiple smaller networks that can be solved exactly with optimization techniques, assuming a generalized IC model, to identify a candidate set of seed nodes. The candidate nodes are used to create a distance-preserving abstract version of the network that maintains an aggregate influence model between partitions. The budget limitation for the advertising dictates the algorithm’s stopping point. On synthetic datasets, we show that our method comes close to the optimal node selection, at substantially lower runtime costs. We present results from applying the HIM algorithm to real-world datasets collected from social media sites with large numbers of users (Epinions, SlashDot, and WikiVote) and compare it with two benchmarks, PMIA and DegreeDiscount, to examine the scalability and performance. Our experimental results reveal that HIM scales to larger networks but is outperformed by degreebased algorithms in highly-connected networks. However, HIM performs well in modular networks where the communities are clearly separable with small number of cross-community edges. This finding suggests that for practical applications it is useful to account for network properties when selecting an influence maximization method

From online social network analysis to a user-centric private sharing system

Online social networks (OSNs) have become a massive repository of data constructed from individuals’ inputs: posts, photos, feedbacks, locations, etc. By analyzing such data, meaningful knowledge is generated that can affect individuals’ beliefs, desires, happiness and choices—a data circulation started from individuals and ended in individuals! The OSN owners, as the one authority having full control over the stored data, make the data available for research, advertisement and other purposes. However, the individuals are missed in this circle while they generate the data and shape the OSN structure. In this thesis, we started by introducing approximation algorithms for finding the most influential individuals in a social graph and modeling the spread of information. To do so, we considered the communities of individuals that are shaped in a social graph. The social graph is extracted from the data stored and controlled centrally, which can cause privacy breaches and lead to individuals’ concerns. Therefore, we introduced UPSS: the user-centric private sharing system, in which the individuals are considered as the real data owners and provides secure and private data sharing on untrusted servers. The UPSS’s public API allows the application developers to implement applications as diverse as OSNs, document redaction systems with integrity properties, censorship-resistant systems, health care auditing systems, distributed version control systems with flexible access controls and a filesystem in userspace. Accessing users’ data is possible only with explicit user consent. We implemented the two later cases to show the applicability of UPSS. Supporting different storage models by UPSS enables us to have a local, remote and global filesystem in userspace with one unique core filesystem implementation and having it mounted with different block stores. By designing and implementing UPSS, we show that security and privacy can be addressed at the same time in the systems that need selective, secure and collaborative information sharing without requiring complete trust