research-article

Overexposure-Aware Influence Maximization

Authors:

Grigorios Loukides,

Robert Gwadera,

Shing-Wan ChangAuthors Info & Claims

ACM Transactions on Internet Technology (TOIT), Volume 20, Issue 4

Article No.: 39, Pages 1 - 31

https://doi.org/10.1145/3408315

Published: 06 October 2020 Publication History

Abstract

Viral marketing campaigns are often negatively affected by overexposure. Overexposure occurs when users become less likely to favor a promoted product after receiving information about the product from too large a fraction of their friends. Yet, existing influence diffusion models do not take overexposure into account, effectively overestimating the number of users who favor the product and diffuse information about it. In this work, we propose the first influence diffusion model that captures overexposure. In our model, Latency Aware Independent Cascade Model with Overexposure (LAICO), the activation probability of a node representing a user is multiplied (discounted) by an overexposure score, which is calculated based on the ratio between the estimated and the maximum possible number of attempts performed to activate the node. We also study the influence maximization problem under LAICO. Since the spread function in LAICO is non-submodular, algorithms for submodular maximization are not appropriate to address the problem. Therefore, we develop an approximation algorithm that exploits monotone submodular upper and lower bound functions of spread, and a heuristic that aims to maximize a proxy function of spread iteratively. Our experiments show the effectiveness and efficiency of our algorithms.

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Cited By

Zhu XZhu JWang GNi P(2025)Target Influence Maximization Against Overexposure Under Threshold-Dependent Model in Online Social NetworksComputing and Combinatorics10.1007/978-981-96-1093-8_10(116-127)Online publication date: 20-Feb-2025
https://doi.org/10.1007/978-981-96-1093-8_10
Ni PGuidi BMichienzi AZhu J(2024)Relieving Overexposure in Information Diffusion Through a Budget Multi-stage AllocationACM Transactions on Internet Technology10.1145/370853725:1(1-26)Online publication date: 17-Dec-2024
https://dl.acm.org/doi/10.1145/3708537
Ni PGuidi BMichienzi AZhu J(2023)Equilibrium of individual concern-critical influence maximization in virtual and real blending networkInformation Sciences10.1016/j.ins.2023.119646648(119646)Online publication date: Nov-2023
https://doi.org/10.1016/j.ins.2023.119646
Show More Cited By

Index Terms

Overexposure-Aware Influence Maximization
1. Information systems
  1. World Wide Web
    1. Web applications
      1. Social networks

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Published In

cover image ACM Transactions on Internet Technology

ACM Transactions on Internet Technology Volume 20, Issue 4

November 2020

391 pages

ISSN:1533-5399

EISSN:1557-6051

DOI:10.1145/3427795

Editor:
Ling Liu
Georgia Institute of Technology, USA

Issue’s Table of Contents

Copyright © 2020 ACM.

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Association for Computing Machinery

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Publication History

Published: 06 October 2020

Accepted: 01 June 2020

Revised: 01 April 2020

Received: 01 February 2020

Published in TOIT Volume 20, Issue 4

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Cited By

Zhu XZhu JWang GNi P(2025)Target Influence Maximization Against Overexposure Under Threshold-Dependent Model in Online Social NetworksComputing and Combinatorics10.1007/978-981-96-1093-8_10(116-127)Online publication date: 20-Feb-2025
https://doi.org/10.1007/978-981-96-1093-8_10
Ni PGuidi BMichienzi AZhu J(2024)Relieving Overexposure in Information Diffusion Through a Budget Multi-stage AllocationACM Transactions on Internet Technology10.1145/370853725:1(1-26)Online publication date: 17-Dec-2024
https://dl.acm.org/doi/10.1145/3708537
Ni PGuidi BMichienzi AZhu J(2023)Equilibrium of individual concern-critical influence maximization in virtual and real blending networkInformation Sciences10.1016/j.ins.2023.119646648(119646)Online publication date: Nov-2023
https://doi.org/10.1016/j.ins.2023.119646
Irfan MHancock KFriel LPelachaud CTaylor MFaliszewski PMascardi V(2022)Cascades and Overexposure in Social NetworksProceedings of the 21st International Conference on Autonomous Agents and Multiagent Systems10.5555/3535850.3535923(642-650)Online publication date: 9-May-2022
https://dl.acm.org/doi/10.5555/3535850.3535923
Yang Y(2022)Chinese Contemporary Music Diffusion Strategy Based on Public Opinion MaximizationMobile Information Systems10.1155/2022/79294492022Online publication date: 1-Jan-2022
https://dl.acm.org/doi/10.1155/2022/7929449
Ohsaka NMatsuoka TSelcuk Candan KLiu HAkoglu LLuna Dong XTang J(2022)Reconfiguration Problems on Submodular FunctionsProceedings of the Fifteenth ACM International Conference on Web Search and Data Mining10.1145/3488560.3498382(764-774)Online publication date: 11-Feb-2022
https://dl.acm.org/doi/10.1145/3488560.3498382

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