Individual-centralized seeding strategy for influence maximization in information-limited networks.

Abstract

Peer effects can directly or indirectly rely on interaction networks to drive people to follow ideas or behaviours triggered by a few individuals, and such effects can be largely improved by targeting the so-called influential individuals. In this article, we study the current most promising seeding strategy used in field experiments, the one-hop strategy, where the underlying interaction networks are generally too impractical or prohibitively expensive to be obtained, and propose an individual-centralized seeding approach to target influential seeds in information-limited networks. The presented strategy works by reasonable follow-up questions to respondents, such as Who do you think has more connections/friends?, and constructs the seeding set by those nodes with the most nominations. In this manner, the proposed method could acquire more information about the studied interaction network from the inference of respondents without surveying additional individuals. We evaluate our strategy on networks from various experimental datasets. Results show that the obtained seeds are much more influential compared to the one-hop strategy and other methods. We also show how the proposed approach could be implemented in field studies and potentially provide better interventions in real scenarios.