Maximizing influence through online social networks

Aaron R. Sun, Dajun Zeng

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

5 Citations (Scopus)

Abstract

Studying information diffusion through social networks has become an active research topic with important implications in viral marketing applications. Traditional information diffusion models such as the Independent Cascade Model (ICM) provide a general analysis framework for such studies. However, ICM makes several overly restrictive assumptions. For instance, it allows no more than one event or opinion to propagate through the network. In this paper, we use the real-world online social network structure extracted from a popular social bookmarking Website Del.icio.us, to illustrate ICM's limitations. We then propose model improvements and extensions and compare them with the standard ICM-based approach in solving one fundamental algorithmic problem related to viral marketing: How to select a set of network nodes/individuals to facilitate information diffusion and maximize influence? The preliminary results show that our approach results in node-selection heuristics outperforming well-studied notions of degree centrality and distance centrality based on the ICM.

Original languageEnglish (US)
Title of host publication2008 Workshop on Information Technologies and Systems, WITS 2008
PublisherSocial Science Research Network
Pages1-6
Number of pages6
StatePublished - 2008
Event2008 Workshop on Information Technologies and Systems, WITS 2008 - Paris, France
Duration: Dec 13 2008Dec 14 2008

Other

Other2008 Workshop on Information Technologies and Systems, WITS 2008
CountryFrance
CityParis
Period12/13/0812/14/08

Fingerprint

Marketing
Websites

ASJC Scopus subject areas

  • Information Systems
  • Control and Systems Engineering

Cite this

Sun, A. R., & Zeng, D. (2008). Maximizing influence through online social networks. In 2008 Workshop on Information Technologies and Systems, WITS 2008 (pp. 1-6). Social Science Research Network.

Maximizing influence through online social networks. / Sun, Aaron R.; Zeng, Dajun.

2008 Workshop on Information Technologies and Systems, WITS 2008. Social Science Research Network, 2008. p. 1-6.

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

Sun, AR & Zeng, D 2008, Maximizing influence through online social networks. in 2008 Workshop on Information Technologies and Systems, WITS 2008. Social Science Research Network, pp. 1-6, 2008 Workshop on Information Technologies and Systems, WITS 2008, Paris, France, 12/13/08.
Sun AR, Zeng D. Maximizing influence through online social networks. In 2008 Workshop on Information Technologies and Systems, WITS 2008. Social Science Research Network. 2008. p. 1-6
Sun, Aaron R. ; Zeng, Dajun. / Maximizing influence through online social networks. 2008 Workshop on Information Technologies and Systems, WITS 2008. Social Science Research Network, 2008. pp. 1-6
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