An approach of cost optimized influence maximization in social networks

Abstract

Social networks have gained huge research interest, especially in viral marketing due to their rapid boom in the past years. It is very crucial to identify the influential users in the social networks for viral and target marketing. Influence maximization (IM) problem estimates such influential users in the social networks. With an initial seed set, the IM finds a maximum number of nodes that can be activated in the network under some diffusion models e.g. Linear Threshold model or Independent Cascade model. But previous works in this field have not studied about the minimum cost, termed as opportunity cost (OC), to motivate those seed nodes. In this work, we define a novel Reverse Influence Maximization (RIM) problem to determine the opportunity cost of influence maximization. Employing the influence propagation in opposite order, the RIM determines the minimum number of nodes that must be activated in order to motivate a set of target nodes. We propose Random RIM (R-RIM) and Randomized Linear Threshold RIM (RLT-RIM) models to tackle the RIM problem. We also perform a simulation to evaluate the performance of the algorithms using two real world datasets. The result shows that the proposed models determine the optimized opportunity cost with faster running time margin.