TY - GEN
T1 - Routing and Scheduling of Social Influence Diffusion in Online Social Networks
AU - Hung, Hui Ju
AU - Yang, De Nian
AU - Lee, Wang Chien
N1 - Publisher Copyright:
© 2016 IEEE.
Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 2016/8/8
Y1 - 2016/8/8
N2 - Owing to the rising popularity of online social networking services (OSNs), studies on social influence and its diffusion have received significant attention from the research community. Prior research has mostly studied the impact of single-hop influence diffusion and multi-hop influence broadcast in online social networks. Very little research explores the idea of guiding (routing) multi-hop social influence towards a specific target. In this paper, we motivate the needs of timely routing social influence to formulate a new optimization problem, namely, Routing And Scheduling of Target-Oriented Social Influence Diffusion (RAS-TOSID). Accordingly, we propose the Efficient Routing And Scheduling with Social and Temporal decOmposition (ERASSTO) algorithm, which finds the optimal solution to RAS-TOSID in polynomial time. We carry out a user study by implementing ERASSTO in Facebook and conduct a comprehensive evaluation on ERASSTO and alternative approaches by simulation. The result shows that ERASSTO significantly outperforms other algorithms regarding solution quality and computational efficiency.
AB - Owing to the rising popularity of online social networking services (OSNs), studies on social influence and its diffusion have received significant attention from the research community. Prior research has mostly studied the impact of single-hop influence diffusion and multi-hop influence broadcast in online social networks. Very little research explores the idea of guiding (routing) multi-hop social influence towards a specific target. In this paper, we motivate the needs of timely routing social influence to formulate a new optimization problem, namely, Routing And Scheduling of Target-Oriented Social Influence Diffusion (RAS-TOSID). Accordingly, we propose the Efficient Routing And Scheduling with Social and Temporal decOmposition (ERASSTO) algorithm, which finds the optimal solution to RAS-TOSID in polynomial time. We carry out a user study by implementing ERASSTO in Facebook and conduct a comprehensive evaluation on ERASSTO and alternative approaches by simulation. The result shows that ERASSTO significantly outperforms other algorithms regarding solution quality and computational efficiency.
UR - http://www.scopus.com/inward/record.url?scp=84986001311&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84986001311&partnerID=8YFLogxK
U2 - 10.1109/ICDCS.2016.45
DO - 10.1109/ICDCS.2016.45
M3 - Conference contribution
AN - SCOPUS:84986001311
T3 - Proceedings - International Conference on Distributed Computing Systems
SP - 437
EP - 446
BT - Proceedings - 2016 IEEE 36th International Conference on Distributed Computing Systems, ICDCS 2016
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 36th IEEE International Conference on Distributed Computing Systems, ICDCS 2016
Y2 - 27 June 2016 through 30 June 2016
ER -