Two-phase influence maximization in social networks with seed nodes and referral incentives

Mondal, S and Dhamal, S and Narahari, Y (2017) Two-phase influence maximization in social networks with seed nodes and referral incentives. In: 11th International Conference on Web and Social Media, ICWSM 2017, 15 - 18 May 2017, Montreal, pp. 620-623.

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Abstract

The problem of maximizing the spread of influence with a limited budget is central to social networks research. Most solution approaches available in the existing literature devote the entire budget towards triggering diffusion at seed nodes. This paper investigates the effect of splitting the budget across two different, sequential phases. In phase 1, we adopt the classical approach of initiating diffusion at a selected seed-set. In phase 2, we use the remaining budget to offer referral incentives.We formulate this problem and explore suitable ways to split the budget between the two phases, with detailed experiments on synthetic and real-world datasets. The principal findings from our study are: (a) when the budget is low, it is prudent to use the entire budget for phase 1; (b) when the budget is moderate to high, it is preferable to use much of the budget for phase 1, while allocating the remaining budget to phase 2; (c) in the presence of moderate to strict temporal constraints, phase 2 is not warranted; (d) if the temporal constraints are low or absent, phase 2 yields a decisive improvement in influence spread.

Item Type:	Conference Paper
Publication:	Proceedings of the 11th International Conference on Web and Social Media, ICWSM 2017
Publisher:	AAAI Press
Additional Information:	The copyright for this article belongs to the AAAI Press.
Keywords:	Social networking (online), Classical approach; In-phase; Influence maximizations; Real-world datasets; Seed set; Solution approach; Temporal constraints; Two phase, Budget control
Department/Centre:	Division of Electrical Sciences > Computer Science & Automation
Date Deposited:	22 Jul 2022 11:55
Last Modified:	22 Jul 2022 11:55
URI:	https://eprints.iisc.ac.in/id/eprint/74746

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