Neighborhood Matters: Influence Maximization in Social Networks with Limited Access

TL;DR

This paper addresses influence maximization in social networks with limited access by proposing adaptive seeding strategies that leverage the friendship paradox, demonstrating effective influence spread despite access constraints.

Contribution

It introduces a two-stage seeding model incorporating the friendship paradox and develops adaptive greedy algorithms with proven approximation guarantees.

Findings

The friendship paradox enables effective seeding of neighbors with higher degrees.

Adaptive algorithms achieve constant approximation ratios.

The models are NP-hard but practically effective in limited access scenarios.

Abstract

Influence maximization (IM) aims at maximizing the spread of influence by offering discounts to influential users (called seeding). In many applications, due to user's privacy concern, overwhelming network scale etc., it is hard to target any user in the network as one wishes. Instead, only a small subset of users is initially accessible. Such access limitation would significantly impair the influence spread, since IM often relies on seeding high degree users, which are particularly rare in such a small subset due to the power-law structure of social networks. In this paper, we attempt to solve the limited IM in real-world scenarios by the adaptive approach with seeding and diffusion uncertainty considered. Specifically, we consider fine-grained discounts and assume users accept the discount probabilistically. The diffusion process is depicted by the independent cascade model. To overcome the access limitation, we prove the set-wise friendship paradox (FP) phenomenon that neighbors have higher degree in expectation, and propose a two-stage seeding model with the FP embedded, where neighbors are seeded. On this basis, for comparison we formulate the non-adaptive case and adaptive case, both proven to be NP-hard. In the non-adaptive case, discounts are allocated to users all at once. We show the monotonicity of influence spread w.r.t. discount allocation and design a two-stage coordinate descent framework to decide the discount allocation. In the adaptive case, users are sequentially seeded based on observations of existing seeding and diffusion results. We prove the adaptive submodularity and submodularity of the influence spread function in two stages. Then, a series of adaptive greedy algorithms are proposed with constant approximation ratio.