A B S T R A C T
Viral marketing has attracted considerable concerns in recent years due to its novel idea of
leveraging the social network to propagate the awareness of products. Specifically, viral
marketing first targets a limited number of users (seeds) in the social network by
providing incentives, and these targeted users would then initiate the process of
awareness spread by propagating the information to their friends via their social
relationships. Extensive studies have been conducted for maximizing the awareness
spread given the number of seeds (the Influence Maximization problem). However, all of
them fail to consider the common scenario of viral marketing where companies hope to
use as few seeds as possible yet influencing at least a certain number of users. In this
paper, we propose a new problem, called J-MIN-Seed, whose objective is to minimize the
number of seeds while at least J users are influenced. J-MIN-Seed, unfortunately, is NPhard.
Therefore, we develop an approximate algorithm which can provide error guarantees
for J-MIN-Seed. We also observe that all existing studies on viral marketing assume
that all users in the social network are of interest for the product being promoted (i.e., all
users are potential consumers of the product), which, however, is not always true.
Motivated by this phenomenon, we propose a new paradigm of viral marketing where the
company can specify which types of users in the social network are of interest when
promoting a specific product. Under this new paradigm, we re-define our J-MIN-Seed
problem as well as the Influence Maximization problem and design some algorithms with
provable error guarantees for the new problems. We conducted extensive experiments on
real social networks which verified the effectiveness of our algorithms.
& 2014 Elsevier Ltd. All rights reserved.
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کد محصول : شماره 179
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