Identify Influential Spreaders in Online Social Networks Based on Social Meta Path and PageRank
Identifying “influential spreader” is finding a subset of individuals in the social network, so that when information injected into this subset, it is spread most broadly to the rest of the network individuals. The determination of the information influen
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Faculty of Information Technology, Ton Duc Thang University, Ho Chi Minh City, Vietnam {levanvang,hien}@tdt.edu.vn 2 Department of Computer Science, VSB-Technical University of Ostrava, Ostrava, Czech Republic [email protected] Division of MERLIN, Ton Duc Thang University, Ho Chi Minh City, Vietnam [email protected]
Abstract. Identifying “influential spreader” is finding a subset of individuals in the social network, so that when information injected into this subset, it is spread most broadly to the rest of the network individuals. The determination of the information influence degree of individual plays an important role in online social networking. Once there is a list of individuals who have high influence, the marketers can access these individuals and seek them to impress, bribe or somehow make them spread up the good information for their business as well as their product in marketing campaign. In this paper, according to the idea “Information can be spread between two unconnected users in the network as long as they both check-in at the same location”, we proposed an algorithm called SMPRank (Social Meta Path Rank) to identify individuals with the largest influence in complex online social networks. The experimental results show that SMPRank performs better than Weighted LeaderRank because of the ability to determinate more influential spreaders. Keywords: Influential spreader PageRank · Social meta path
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Introduction
Today, the online social network such as Facebook, Twitter becoming a popular channel for transmission of information such as news, brochures, and marketing, ... The booming in the number of OSN users poses a major challenge is how information can be spread to the users in the most effective and optimal way with a fixed cost. One way to do is to find users who have the greatest degree of spread (influential spreaders) and inject information into these people to get the benefit, information from them will be widely spread in online social networks and lead to the most effective marketing result. c Springer International Publishing Switzerland 2016 H.T. Nguyen and V. Snasel (Eds.): CSoNet 2016, LNCS 9795, pp. 51–61, 2016. DOI: 10.1007/978-3-319-42345-6 5
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Given a network G(V, E) - V is the user set and E is the edge set of G which represents the connections between users in G. X is a subset of V and a function inf luence(X) is the influence function which maps the seed user set X to the number of users influenced by users in X. Identifying influential spreaders aims at selecting the optimal subset X which contains n seed users to maximize the propagation of information across the networks. X = argmaxX⊆V inf luence (X) |X| = n
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How to determine efficiently the individuals who have the highest degree of influence in social networks is a major challenge up to the present [4–9,14]. Recently, Lu et al. [10] proposed an algorithm LeaderRank to identify influential spreaders in directed network which is a simple variant of PageRank. The aut
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