Skip to main content
SpringerLink
Log in

Maximizing the Spread of Competitive Influence in a Social Network Oriented to Viral Marketing

  • Conference paper
  • First Online:
Web-Age Information Management (WAIM 2015)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 9098))

Included in the following conference series:

Abstract

In this paper, we discuss the maximization of the spread of competitive influence when multiple companies market competing product using social network. We first extend the linear threshold model by incorporating the competitive influence spread,obtaining the extended linear threshold model (ELTM). We then give the objective function of selecting the optimal seed set of competing products in a social network, and the objective function is monotone and submodular under the ELTM, thus a greedy algorithm could achieve 1−1/e approximation ration (where e is the base of natural logarithm). Accordingly, preliminary experimental results verify the feasibility of our method.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Kempe, D., Kleinberg, J.M., Tardos, E.: Maximizing the spread of influence through a social network. In: KDD, pp.137–146 (2003)

    Google Scholar 

  2. Jung, K., Heo, W., Chen, W.: Scalable and robust influence maximization in social networks. In: ICDM, pp. 918 – 923 (2012)

    Google Scholar 

  3. Zhuang, H., Sun, Y., Tang, J., Zhang, J., Sun, X.: Influence maximization in dynamic social networks. In: ICDM, pp. 1313–1318 (2013)

    Google Scholar 

  4. Ma, Q., Ma, J.: An efficient influence maximization algorithm to discover influential users in micro-blog. In: Li, F., Li, G., Hwang, S.-w., Yao, B., Zhang, Z. (eds.) WAIM 2014. LNCS, vol. 8485, pp. 113–124. Springer, Heidelberg (2014)

    Google Scholar 

  5. Domingos, P.: Mining social networks for viral marketing. IEEE Intelligent Systems 20(1), 80–82 (2005)

    Article  MathSciNet  Google Scholar 

  6. Long, C., Wong, R.C.W.: Minimizing seed set for viral marketing. In: ICDM, pp. 427–436 (2011)

    Google Scholar 

  7. Johnson, A.: nike-tops-list-of-most-viral-brands-on-facebook-twitter (2010). http://www.kikabink.com/news/

  8. Bharathi, S., Kempe, D., Salek, M.: Competitive influence maximization in social networks. In: Deng, X., Graham, F.C. (eds.) WINE 2007. LNCS, vol. 4858, pp. 306–311. Springer, Heidelberg (2007)

    Chapter  Google Scholar 

  9. Budak, C., Agrawal, D., Abbadi, A.E.: Limiting the spread of misinformation in social networks. In: WWW, pp. 665–674 (2011)

    Google Scholar 

  10. Nemhauser, G., Wolsey, L., Fisher, M.: An analysis of the approximations for maximizing submodular set functions – I. Mathematical Programming, 265–294 (1978)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Computer Science and Engineering, School of Information and Engineering, Yunnan University, Kunming, China

    Hong Wu, Weiyi Liu, Kun Yue, Weipeng Huang & Ke Yang

  2. College of Computer Science and Engineering, Qujing Normal University, Qujing, China

    Hong Wu

  3. Head Office, Fudian Bank, Kunming, China

    Ke Yang

Authors
  1. Hong Wu
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Weiyi Liu
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Kun Yue
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Weipeng Huang
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Ke Yang
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Kun Yue .

Editor information

Editors and Affiliations

  1. Google, CA, USA

    Xin Luna Dong

  2. Postdoc Apartments (Hong Lou) 4-1-4, Shandong University, Li Cheng, Jinan, China

    Xiaohui Yu

  3. Tsinghua University, Beijing, China

    Jian Li

  4. Northeastern University, BOSTON, USA

    Yizhou Sun

Rights and permissions

Reprints and permissions

Copyright information

© 2015 Springer International Publishing Switzerland

About this paper

Cite this paper

Wu, H., Liu, W., Yue, K., Huang, W., Yang, K. (2015). Maximizing the Spread of Competitive Influence in a Social Network Oriented to Viral Marketing. In: Dong, X., Yu, X., Li, J., Sun, Y. (eds) Web-Age Information Management. WAIM 2015. Lecture Notes in Computer Science(), vol 9098. Springer, Cham. https://doi.org/10.1007/978-3-319-21042-1_53

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-21042-1_53

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-21041-4

  • Online ISBN: 978-3-319-21042-1

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation