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Efficient influence maximization under TSCM: a suitable diffusion model in online social networks

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Abstract

The study on influence modeling is to understand the information diffusion and word-of-mouth marketing. Independent Cascade Model (ICM) is the most widely studied theoretical diffusion model. However, until now it is unknown whether ICM matches the real information diffusion in online social networks. In this paper, we demonstrate that ICM cannot model accurately for the structure of information diffusion over real networks through our experiments. Meanwhile, we propose a more suitable diffusion model named Three Steps Cascade Model (TSCM) to simulate information diffusion process in online social networks. We focus on the influence maximization problem under TSCM. First, we show that this optimization problem is NP hard. Then we prove that the greedy algorithm can guarantee an influence spread within 63 % of the optimal value. Finally we devise an efficient algorithm which is scalable for large social networks. The experiment results on large-scale real networks show the robustness and utility of our approach.

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Notes

  1. http://weibo.com.

  2. http://en.wikipedia.org/wiki/Monte_Carlo_method.

  3. http://en.wikipedia.org/wiki/Breadth-first_search.

  4. http://deim.urv.cat/~aarenas/data/welcome.htm.

  5. http://snap.stanford.edu/data/ca-HepPh.html.

  6. http://snap.stanford.edu/data/email-EuAll.html.

  7. http://snap.stanford.edu/data/soc-pokec.html.

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Acknowledgments

This work was supported by Natural Science Foundation of China (61272240, 71402083, 6110315).

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Authors and Affiliations

  1. School of Computer Science and Technology, Shandong University, Jinan, 250101, China

    Yadong Qin, Jun Ma & Shuai Gao

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  1. Yadong Qin
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  2. Jun Ma
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  3. Shuai Gao
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Correspondence to Jun Ma.

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The authors declare that they have no competing interests. All data were collected by authors, they can ensure the truth on data of the experiment data in the paper. Yadong Qin take complete responsibility for the integrity of the data and the accuracy of the data analysis.

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Communicated by A. Di Nola.

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Qin, Y., Ma, J. & Gao, S. Efficient influence maximization under TSCM: a suitable diffusion model in online social networks. Soft Comput 21, 827–838 (2017). https://doi.org/10.1007/s00500-016-2068-3

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