From Competition to Complementarity: Comparative Influence Diffusion and Maximization

Influence maximization is a well-studied problem that asks for a small set of influential users from a social network, such that by targeting them as early adopters, the expected total adoption through influence cascades over the network is maximized. However, almost all prior work focuses on cascades of a single propagating entity or purely-competitive entities. In this work, we propose the Comparative Independent Cascade (Com-IC) model that covers the full spectrum of entity interactions from competition to complementarity. In Com-IC, users' adoption decisions depend not only on edge-level information propagation, but also on a node-level automaton whose behavior is governed by a set of model parameters, enabling our model to capture not only competition, but also complementarity, to any possible degree. We study two natural optimization problems, Self Influence Maximization and Complementary Influence Maximization, in a novel setting with complementary entities. Both problems are NP-hard, and we devise efficient and effective approximation algorithms via non-trivial techniques based on reverse-reachable sets and a novel "sandwich approximation". The applicability of both techniques extends beyond our model and problems. Our experiments show that the proposed algorithms consistently outperform intuitive baselines in four real-world social networks, often by a significant margin. In addition, we learn model parameters from real user action logs.Comment: An abridged of this work is to appear in the Proceedings of VLDB Endowment (PVDLB), Vol 9, No 2. Also, the paper will be presented in the VLDB 2016 conference in New Delhi, India. This update contains new theoretical and experimental results, and the paper is now in single-column format (44 pages

Influence Maximization with Bandits

We consider the problem of \emph{influence maximization}, the problem of maximizing the number of people that become aware of a product by finding the `best' set of `seed' users to expose the product to. Most prior work on this topic assumes that we know the probability of each user influencing each other user, or we have data that lets us estimate these influences. However, this information is typically not initially available or is difficult to obtain. To avoid this assumption, we adopt a combinatorial multi-armed bandit paradigm that estimates the influence probabilities as we sequentially try different seed sets. We establish bounds on the performance of this procedure under the existing edge-level feedback as well as a novel and more realistic node-level feedback. Beyond our theoretical results, we describe a practical implementation and experimentally demonstrate its efficiency and effectiveness on four real datasets.Comment: 12 page

Validating Network Value of Influencers by means of Explanations

Recently, there has been significant interest in social influence analysis. One of the central problems in this area is the problem of identifying influencers, such that by convincing these users to perform a certain action (like buying a new product), a large number of other users get influenced to follow the action. The client of such an application is a marketer who would target these influencers for marketing a given new product, say by providing free samples or discounts. It is natural that before committing resources for targeting an influencer the marketer would be interested in validating the influence (or network value) of influencers returned. This requires digging deeper into such analytical questions as: who are their followers, on what actions (or products) they are influential, etc. However, the current approaches to identifying influencers largely work as a black box in this respect. The goal of this paper is to open up the black box, address these questions and provide informative and crisp explanations for validating the network value of influencers. We formulate the problem of providing explanations (called PROXI) as a discrete optimization problem of feature selection. We show that PROXI is not only NP-hard to solve exactly, it is NP-hard to approximate within any reasonable factor. Nevertheless, we show interesting properties of the objective function and develop an intuitive greedy heuristic. We perform detailed experimental analysis on two real world datasets - Twitter and Flixster, and show that our approach is useful in generating concise and insightful explanations of the influence distribution of users and that our greedy algorithm is effective and efficient with respect to several baselines

Approximate Closest Community Search in Networks

Recently, there has been significant interest in the study of the community search problem in social and information networks: given one or more query nodes, find densely connected communities containing the query nodes. However, most existing studies do not address the "free rider" issue, that is, nodes far away from query nodes and irrelevant to them are included in the detected community. Some state-of-the-art models have attempted to address this issue, but not only are their formulated problems NP-hard, they do not admit any approximations without restrictive assumptions, which may not always hold in practice. In this paper, given an undirected graph G and a set of query nodes Q, we study community search using the k-truss based community model. We formulate our problem of finding a closest truss community (CTC), as finding a connected k-truss subgraph with the largest k that contains Q, and has the minimum diameter among such subgraphs. We prove this problem is NP-hard. Furthermore, it is NP-hard to approximate the problem within a factor $(2-\varepsilon)$, for any $\varepsilon >0$. However, we develop a greedy algorithmic framework, which first finds a CTC containing Q, and then iteratively removes the furthest nodes from Q, from the graph. The method achieves 2-approximation to the optimal solution. To further improve the efficiency, we make use of a compact truss index and develop efficient algorithms for k-truss identification and maintenance as nodes get eliminated. In addition, using bulk deletion optimization and local exploration strategies, we propose two more efficient algorithms. One of them trades some approximation quality for efficiency while the other is a very efficient heuristic. Extensive experiments on 6 real-world networks show the effectiveness and efficiency of our community model and search algorithms