Fairness-Aware Competitive Bidding Influence Maximization in Social Networks

Abstract

Competitive influence maximization (CIM) has been studied for years due to its wide application in many domains. Most current studies primarily focus on the microlevel optimization by designing policies for one competitor to defeat its opponents. Furthermore, current studies ignore the fact that many influential nodes have their own starting prices, which may lead to inefficient budget allocation. In this article, we propose a novel competitive bidding influence maximization (CBIM) problem, where the competitors allocate budgets to bid for the seeds attributed to the platform during multiple bidding rounds. To solve the CBIM problem, we propose a fairness-aware multiagent CBIM (FMCBIM) framework. In this framework, we present a multiagent bidding particle environment (MBE) to model the competitors’ interactions and design a starting price adjustment mechanism to model the dynamic bidding environment. Moreover, we put forward a novel multiagent CBIM (MCBIM) algorithm to optimize competitors’ bidding policies. Extensive experiments on five datasets show that our work has good efficiency and effectiveness.