Adaptive Influence Maximization in Dynamic Social Networks

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Abstract
For the purpose of propagating information and ideas through a social network, a seeding strategy aims to find a small set of seed users that are able to maximize the spread of the influence, which is termed influence maximization problem. Despite a large number of works have studied this problem, the existing seeding strategies are limited to the models that cannot fully capture the characteristics of real-world social networks. In fact, due to high-speed data transmission and large population of participants, the diffusion processes in real-world social networks have many aspects of uncertainness. As shown in the experiments, when taking such uncertainness into account, the state-of-the-art seeding strategies are pessimistic as they fail to trace the influence diffusion. In this paper, we study the strategies that select seed users in an adaptive manner. We first formally model the dynamic independent Cascade model and introduce the concept of adaptive seeding strategy. Then, based on the proposed model, we show that a simple greedy adaptive seeding strategy finds an effective solution with a provable performance guarantee. Besides the greedy algorithm, an efficient heuristic algorithm is provided for better scalability. Extensive experiments have been performed on both the real-world networks and synthetic power-law networks. The results herein demonstrate the superiority of the adaptive seeding strategies to other baseline methods.
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