Optimal strategies for targeted influence in signed networks

Basak Guler, Burak Varan, Kaya Tutuncuoglu, Mohamed Nafea, Ahmed A. Zewail, Aylin Yener, Damien Octeau

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    6 Scopus citations

    Abstract

    Online social communities often exhibit complex relationship structures, ranging from close friends to political rivals. As a result, persons are influenced by their friends and foes differently. Network applications can benefit from accompanying these structural differences in propagation schemes. In this paper, we study the optimal influence propagation policies for networks with positive and negative relationship types. We tackle the problem of minimizing the end-to-end propagation cost of influencing a target person in favor of an idea by utilizing the relationship types in the underlying social graph. The propagation cost is incurred by social and physical network dynamics such as frequency of interaction, the strength of friendship and foe ties, propagation delay or the impact factor of the propagating idea. We extend this problem by incorporating the impact of message deterioration and ignorance. We demonstrate our results in both a controlled environment and the Epinions dataset. Our results show that judicious propagation schemes lead to a significant reduction in the average cost and complexity of influence propagation compared to naïve myopic algorithms.

    Original languageEnglish (US)
    Title of host publicationASONAM 2014 - Proceedings of the 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining
    PublisherInstitute of Electrical and Electronics Engineers Inc.
    Pages906-911
    Number of pages6
    ISBN (Electronic)9781479958771
    DOIs
    StatePublished - Oct 10 2014
    Event2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2014 - Beijing, China
    Duration: Aug 17 2014Aug 20 2014

    Other

    Other2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2014
    CountryChina
    CityBeijing
    Period8/17/148/20/14

    All Science Journal Classification (ASJC) codes

    • Computer Networks and Communications
    • Computer Science Applications

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  • Cite this

    Guler, B., Varan, B., Tutuncuoglu, K., Nafea, M., Zewail, A. A., Yener, A., & Octeau, D. (2014). Optimal strategies for targeted influence in signed networks. In ASONAM 2014 - Proceedings of the 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (pp. 906-911). [6921693] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ASONAM.2014.6921693