Persuasion driven influence propagation in social networks

Terrence Leung, Fu Lai Korris Chung

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

11 Citations (Scopus)

Abstract

With the explosive growth of online social network services such as Facebook and Twitter, people now are providing ample opportunities to share information, ideas, and innovations among others. Studying social influence and information diffusion in online social networks can be extremely useful for various real-life applications, notably influencer marketing and viral marketing. Influence maximization problem, motivated by viral marketing applications, has received extensive attentions from social network analysis community in recent years. The goal of the problem is to find a small set of k seed nodes in a social network that maximize the influence spread under certain influence propagation models. Based on the widely adopted Independent Cascade model, a Persuasiveness Aware Cascade (PAC) model which considers social persuasion in influence propagation is proposed. In this model, the user-to-user influence probability is estimated by three types of social persuasion, namely, tie strength, peer conformity, and authority. Experiments conducted over real-world social networks suggest that the proposed model with the new social persuasion measures is more effective in describing real-world influence propagation than the well-studied propagation models for influence maximization.
Original languageEnglish
Title of host publicationASONAM 2014 - Proceedings of the 2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining
PublisherIEEE
Pages548-554
Number of pages7
ISBN (Electronic)9781479958771
DOIs
Publication statusPublished - 1 Jan 2014
Event2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2014 - Beijing, China
Duration: 17 Aug 201420 Aug 2014

Conference

Conference2014 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2014
CountryChina
CityBeijing
Period17/08/1420/08/14

Keywords

  • influence maximization
  • propagation model
  • social persuasion

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications

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