Exploiting community and structural hole spanner for influence maximization in social networks

Abstract

AbstractViral marketing is a frequently used social marketing strategy which aims to promote products on various social media. In order to devise an efficient viral marketing strategy, influence maximization problem is widely studied in social networks. Influence maximization problem tries to find a set of influential users who could influence social users maximally. However, existed influence maximization algorithms could not satisfy the needs of social marketers well. In social networks, community structure is an important feature where social users are closely connected together in groups, and structural hole spanners are those users who bridge different communities. In order to balance the effectiveness and efficiency of viral marketing in social networks, in this paper, we present to exploit the community structure and structural hole spanners in social networks for solving the influence maximization problem. Different to traditional algorithms, we devise a strategy to approximate social influences of social users to find seeds efficiently. In particular, for an internal user inside a community in social networks, we utilize his social influence to members inside this community to approximate his social influence in the whole social network. For a structural hole spanner who bridges multiple communities, we utilize his social influence to members in these communities to approximate his social influence in the whole network. Based on the approximate social influence, information diffusion model and greedy framework, we propose a Community and Structural Hole Spanner based Greedy (CSHS‐G) algorithm which devises several influence lists to store social influences of users and fast computation scheme to find seeds. Besides, to further improve the efficiency, we propose a Community and Structural Hole Spanner based Heuristic (CSHS‐H) algorithm which approximates social influences of structural hole spanners by utilizing their 2‐hops influences. We conduct a comprehensive performance evaluation on the crawled real‐world data set. Experimental results show that, compared to all of the baseline algorithms, our proposed algorithms not only have high efficiency, but also could guarantee larger influence spread.