Top

Published in:

2017 | OriginalPaper | Chapter

Identifying Key Player Using Sum of Influence Probabilities in a Social Network

Authors : Ngo Thanh Hung, Huynh Thanh Viet

Published in: Future Data and Security Engineering

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

There have been a number of researches on finding key players. This paper proposes a new approach to discover key players based on the theory of probability, according to which the probability of successful diffusion of an innovation through a social network is applied. This work presents a formula for measuring influence probability or probability of successful propagation of an innovation from a person to another through the network, proposes a definition of key player, based on sum of influence probabilities. Proposed definition completely fits with the Independent Cascade Model of diffusion process in a social network. It would be easy for understanding and applying, especially in marketing domain, in which effectiveness of each marketing campaign is often considered as total number of adoptions of a new product or innovation through the campaign.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter A Semantic-Based Recommendation Approach for Cold-Start Problem

next chapter Key Success Factors in Introducing National e-Identification Systems

Altshuler, Y., Pan, W., Pentland, A.S.: Trends Prediction Using Social Diffusion Models. In: Yang, S., Greenberg, A.M., Endsley, M. (eds.) SBP 2012. LNCS, vol. 7227, pp. 97–104. Springer, Heidelberg (2012). doi:10.1007/978-3-642-29047-3_12 CrossRef

Bonacich, E.: A theory of ethnic antagonism: the split labor market. Am. Sociol. Rev. 37, 547–559 (1972)CrossRef

Borgatti, S.P.: Identifying sets of key players in a social network. Comput. Math. Organ. Theor. 12(1), 21–34 (2006)CrossRefMATH

Borgatti, S.P., Everett, M.G.: Models of core/periphery structures. Soc. Netw. 21(4), 375–395 (2000)CrossRef

D’Agostino, G., D’Antonio, F., De Nicola, A., Tucci, S.: Interests diffusion in social networks. Phy. A 436, 443–461 (2015)CrossRefMathSciNet

Domingos, P., Richardson, M.: Mining the network value of customers. In: Proceedings of the Seventh ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 57–66. ACM, August 2001

Everett, M.G., Borgatti, S.P.: The centrality of groups and classes. J. Math. Sociol. 23(3), 181–201 (1999)CrossRefMATH

Fang, X., Hu, P.J.H., Li, Z., Tsai, W.: Predicting adoption probabilities in social networks. Inf. Syst. Res. 24(1), 128–145 (2013)CrossRef

Freeman, L.C.: Centrality in social networks conceptual clarification. Soc. Netw. 1(3), 215–239 (1978)CrossRef

10.

Goldenberg, J., Libai, B., Muller, E.: Talk of the network: a complex systems look at the underlying process of word-of-mouth. Mark. Lett. 12(3), 211–223 (2001)CrossRef

11.

Goldenberg, J., Libai, B., Muller, E.: Using complex systems analysis to advance marketing theory development: modeling heterogeneity effects on new product growth through stochastic cellular automata. Acad. Mark. Sci. Rev. 2001, 1 (2001)

12.

Goyal, A., Bonchi, F., Lakshmanan, L.V.: Learning influence probabilities in social networks. In: Proceedings of the Third ACM International Conference on Web Search and Data Mining, pp. 241–250. ACM, February 2010

13.

Kempe, D., Kleinberg, J.M., Tardos, É.: Maximizing the spread of influence through a social network. Theor. Comput. 11(4), 105–147 (2015)CrossRefMATHMathSciNet

14.

Latora, V., Marchiori, M.: How the science of complex networks can help developing strategies against terrorism. Chaos, Solitons Fractals 20(1), 69–75 (2004)CrossRefMATH

15.

Lei, S., Maniu, S., Mo, L., Cheng, R., Senellart, P.: Online influence maximization. In: Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 645–654. ACM, August 2015

16.

Ortiz-Arroyo, D., Hussain, D.M.: An information theory approach to identify sets of key players. In: Ortiz-Arroyo, D., Larsen, H.L., Zeng, D.D., Hicks, D., Wagner, G. (eds.) EuroIsI 2008. LNCS, vol. 5376, pp. 15–26. Springer, Heidelberg (2008). doi:10.1007/978-3-540-89900-6_5 CrossRef

17.

Seidman, S.B.: Network structure and minimum degree. Soc. Netw. 5(3), 269–287 (1983)CrossRefMathSciNet

18.

Tutzauer, F.: Entropy as a measure of centrality in networks characterized by path-transfer flow. Soc. Netw. 29(2), 249–265 (2007)CrossRefMATH

Title: Identifying Key Player Using Sum of Influence Probabilities in a Social Network
Authors: Ngo Thanh Hung
Huynh Thanh Viet
Publisher: Springer International Publishing
Book: Future Data and Security Engineering
Print ISBN: 978-3-319-70003-8

Electronic ISBN: 978-3-319-70004-5

Copyright Year: 2017
DOI: https://doi.org/10.1007/978-3-319-70004-5_32

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"

Premium Partner