PPRank: Economically selecting initial users for influence maximization in social networks

Wang, Y; Vasilakos, AV; Jin, Q; Ma, J

PPRank: Economically selecting initial users for influence maximization in social networks

Wang, Y Vasilakos, AV Jin, Q Ma, J

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Publisher:: Institute of Electrical and Electronics Engineers
Publication Type:: Journal Article
Citation:: IEEE Systems Journal, 2017, 11, (4), pp. 2279-2290
Issue Date:: 2017-12

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Field	Value	Language
dc.contributor.author	Wang, Y
dc.contributor.author	Vasilakos, AV
dc.contributor.author	Jin, Q
dc.contributor.author	Ma, J
dc.date.accessioned	2022-08-24T06:06:24Z
dc.date.available	2022-08-24T06:06:24Z
dc.date.issued	2017-12
dc.identifier.citation	IEEE Systems Journal, 2017, 11, (4), pp. 2279-2290
dc.identifier.issn	1932-8184
dc.identifier.issn	1937-9234
dc.identifier.uri	http://hdl.handle.net/10453/160800
dc.description.abstract	This paper focuses on seeking a new heuristic schem for an influence maximization problem in social networks: ho to economically select a subset of individuals (so-called seeds) t trigger a large cascade of further adoptions of a new behavio based on a contagion process. Most existing works on selectio of seeds assumed that the constant number k seeds could b selected, irrespective of the intrinsic property of each individual' different susceptibility of being influenced (e.g., it may be costl to persuade some seeds to adopt a new behavior). In this paper a price-performance-ratio inspired heuristic scheme, PPRank, i proposed, which investigates how to economically select seed within a given budget and meanwhile try to maximize the diffusio process. Our paper's contributions are threefold. First, w explicitly characterize each user with two distinct factors: Th susceptibility of being influenced (SI) and influential power (IP representing the ability to actively influence others and formulat users' SIs and IPs according to their social relations, and then a convex price-demand curve-based model is utilized to properl convert each user's SI into persuasion cost (PC) representing th cost used to successfullymake the individual adopt a new behavior Furthermore, a novel cost-effective selection scheme is proposed which adopts both the price performance ratio (PC-IP ratio and user's IP as an integrated selection criterion and meanwhil explicitly takes into account the overlapping effect; finally, simulation using both artificially generated and real-Trace networ data illustrate that, under the same budgets, PPRank can achiev larger diffusion range than other heuristic and brute-force greed schemes without taking users' persuasion costs into account.
dc.language	English
dc.publisher	Institute of Electrical and Electronics Engineers
dc.relation.ispartof	IEEE Systems Journal
dc.relation.isbasedon	10.1109/JSYST.2014.2369526
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	0906 Electrical and Electronic Engineering
dc.subject.classification	Operations Research
dc.title	PPRank: Economically selecting initial users for influence maximization in social networks
dc.type	Journal Article
utslib.citation.volume	11
utslib.for	0906 Electrical and Electronic Engineering
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Electrical and Data Engineering
utslib.copyright.status	closed_access	*
pubs.consider-herdc	false
dc.date.updated	2022-08-24T06:06:23Z
pubs.issue	4
pubs.publication-status	Published
pubs.volume	11
utslib.citation.issue	4

Abstract:

This paper focuses on seeking a new heuristic schem for an influence maximization problem in social networks: ho to economically select a subset of individuals (so-called seeds) t trigger a large cascade of further adoptions of a new behavio based on a contagion process. Most existing works on selectio of seeds assumed that the constant number k seeds could b selected, irrespective of the intrinsic property of each individual' different susceptibility of being influenced (e.g., it may be costl to persuade some seeds to adopt a new behavior). In this paper a price-performance-ratio inspired heuristic scheme, PPRank, i proposed, which investigates how to economically select seed within a given budget and meanwhile try to maximize the diffusio process. Our paper's contributions are threefold. First, w explicitly characterize each user with two distinct factors: Th susceptibility of being influenced (SI) and influential power (IP representing the ability to actively influence others and formulat users' SIs and IPs according to their social relations, and then a convex price-demand curve-based model is utilized to properl convert each user's SI into persuasion cost (PC) representing th cost used to successfullymake the individual adopt a new behavior Furthermore, a novel cost-effective selection scheme is proposed which adopts both the price performance ratio (PC-IP ratio and user's IP as an integrated selection criterion and meanwhil explicitly takes into account the overlapping effect; finally, simulation using both artificially generated and real-Trace networ data illustrate that, under the same budgets, PPRank can achiev larger diffusion range than other heuristic and brute-force greed schemes without taking users' persuasion costs into account.

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http://hdl.handle.net/10453/160800