Influence maximization (IM) has been extensively studied for better viral marketing. However, previous works put less emphasis on how balancedly the audience are affected across different communities and how diversely the seed nodes are selected. In this paper, we incorporate audience diversity and seed diversity into the IM task. From the model perspective, in order to characterize both influence spread and diversity in our objective function, we adopt three commonly used utilities in economics (i.e., Perfect Substitutes, Perfect Complements and Cobb-Douglas). We validate our choices of these three functions by showing their nice properties. From the algorithmic perspective, we present various approximation strategies to maximize the utilities. In audience diversification, we propose a solution-dependent approximation algorithm to circumvent the hardness results. In seed diversification, we prove a ( @math ) approximation ratio based on non-monotonic submodular maximization. Experimental results show that our framework outperforms other natural heuristics both in utility maximization and result diversification.
@cite_31 @cite_8 @cite_7 study how to maximize the diversity of in a network. Their goal is to recommend diverse content to the audience so that friends can have different knowledge. This is different from our goal to diversify the influenced nodes with the same piece of content. To the best of our knowledge, @cite_23 is the only previous work exploring audience seed diversity in social influence maximization. However, their objective is essentially a weighted sum of spread and diversity. In contrast, our framework systematically studies a family of utility functions from the perspective of economics @cite_0 .
@cite_7 @cite_8 @cite_0 @cite_23 @cite_31
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For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically, we formulate it as an optimization problem, i.e., diversified social influence maximization. First, we present a general framework for this problem, under which we construct a class of diversity measures to quantify the diversity of the influenced crowd. Meanwhile, we prove that a simple greedy algorithm guarantees to provide a near-optimal solution to the optimization problem. Furthermore, we relax the problem by focusing on the diversity of the nodes targeted for initial activation, and show how this relaxed form could be used to diversify the results of many heuristics, e.g., PageRank. Finally, we run extensive experiments on two real-world datasets, showing that our formulation is effective in generating diverse results. While recommendation approaches exploiting different input sources have started to proliferate in the literature, an explicit study of the effect of the combination of heterogeneous inputs is still missing. On the other hand, in this context there are sides to recommendation quality requiring further characterisation and methodological research - a gap that is acknowledged in the field. We present a comparative study on the influence that different types of information available in social systems have on item recommendation. Aiming to identify which sources of user interest evidence - tags, social contacts, and user-item interaction data - are more effective to achieve useful recommendations, and in what aspect, we evaluate a number of content-based, collaborative filtering, and social recommenders on three datasets obtained from Delicious, Last.fm, and MovieLens. Aiming to determine whether and how combining such information sources may enhance over individual recommendation approaches, we extend the common accuracy-oriented evaluation practice with various metrics to measure further recommendation quality dimensions, namely coverage, diversity, novelty, overlap, and relative diversity between ranked item recommendations. We report empiric observations showing that exploiting tagging information by content-based recommenders provides high coverage and novelty, and combining social networking and collaborative filtering information by hybrid recommenders results in high accuracy and diversity. This, along with the fact that recommendation lists from the evaluated approaches had low overlap and relative diversity values between them, gives insights that meta-hybrid recommenders combining the above strategies may provide valuable, balanced item suggestions in terms of performance and non-performance metrics. Social networks are commonly used for marketing purposes. For example, free samples of a product can be given to a few influential social network users (or seed nodes), with the hope that they will convince their friends to buy it. One way to formalize this objective is through the problem of influence maximization (or IM), whose goal is to find the best seed nodes to activate under a fixed budget, so that the number of people who get influenced in the end is maximized. Solutions to IM rely on the influence probability that a user influences another one. However, this probability information may be unavailable or incomplete. In this paper, we study IM in the absence of complete information on influence probability. We call this problem Online Influence Maximization (OIM), since we learn influence probabilities at the same time we run influence campaigns. To solve OIM, we propose a multiple-trial approach, where (1) some seed nodes are selected based on existing influence information; (2) an influence campaign is started with these seed nodes; and (3) user feedback is used to update influence information. We adopt Explore-Exploit strategies, which can select seed nodes using either the current influence probability estimation (exploit), or the confidence bound on the estimation (explore). Any existing IM algorithm can be used in this framework. We also develop an incremental algorithm that can significantly reduce the overhead of handling user feedback information. Our experiments show that our solution is more effective than traditional IM methods on the partial information. Social-media platforms have created new ways for citizens to stay informed and participate in public debates. However, to enable a healthy environment for information sharing, social deliberation, and opinion formation, citizens need to be exposed to sufficiently diverse viewpoints that challenge their assumptions, instead of being trapped inside filter bubbles. In this paper, we take a step in this direction and propose a novel approach to maximize the diversity of exposure in a social network. We formulate the problem in the context of information propagation, as a task of recommending a small number of news articles to selected users. We propose a realistic setting where we take into account content and user leanings, and the probability of further sharing an article. This setting allows us to capture the balance between maximizing the spread of information and ensuring the exposure of users to diverse viewpoints. The resulting problem can be cast as maximizing a monotone and submodular function subject to a matroid constraint on the allocation of articles to users. It is a challenging generalization of the influence maximization problem. Yet, we are able to devise scalable approximation algorithms by introducing a novel extension to the notion of random reverse-reachable sets. We experimentally demonstrate the efficiency and scalability of our algorithm on several real-world datasets.