A Behavioral Analysis on the Reselection of Seed Nodes in Independent Cascade Based Influence Maximization

TL;DR

This paper analyzes how reselecting seed nodes in influence maximization affects influence spread in social networks, revealing structural conditions that determine whether reselection offers significant advantages.

Contribution

It introduces a behavioral analysis of seed node reselection in influence maximization and identifies network structural conditions that predict reselection benefits.

Findings

Reselection can double influence spread in reselection-friendly networks.

Networks range from reselection-independent to reselection-friendly.

Structural conditions can predict reselection benefits without complex algorithms.

Abstract

Influence maximization serves as the main goal of a variety of social network activities such as viral marketing and campaign advertising. The independent cascade model for the influence spread assumes a one-time chance for each activated node to influence its neighbors. This reasonable assumption cannot be bypassed, since otherwise the influence probabilities of the nodes, modeled by the edge weights, would be altered. On the other hand, the manually activated seed set nodes can be reselected without violating the model parameters or assumptions. The reselection of a seed set node, simply means paying extra budget to a previously paid node in order for it to retry its influential skills on its uninfluenced neighbors. This view divides the influence maximization process into two cases: the simple case where the reselection of the nodes is not considered and the reselection case. In this study we will analyze the behavior of real world networks on the difference between these two influence maximization cases. First we will show that the difference between the simple and the reselection cases constitutes a wide spectrum of networks ranging from the reselection-independent ones, where the reselection case has no noticeable advantage to the simple case, to the reselection-friendly ones, where the influence spread in the reselection case is twice the one in the simple case. Then we will correlate this dynamic to other influence maximization dynamics of the network. Finally, a significant entanglement between this dynamic and the network structure is shown and verified by the experiments. In other words, a series of conditions on the network structure is specified whose fulfilment is a sign for a reselection-friendly network. As a result of this entanglement, reselection-friendly networks can be spotted without performing the time consuming influence maximization algorithms.