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Published in:
2012 | OriginalPaper | Chapter
On Approximation of Real-World Influence Spread
Authors : Yu Yang, Enhong Chen, Qi Liu, Biao Xiang, Tong Xu, Shafqat Ali Shad
Published in: Machine Learning and Knowledge Discovery in Databases
Publisher: Springer Berlin Heidelberg
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To find the most influential nodes for viral marketing, several models have been proposed to describe the influence propagation process. Among them, the
Independent Cascade (IC) Model
is most widely-studied. However, under IC model, computing influence spread (i.e., the expected number of nodes that will be influenced) for each given seed set has been proved to be #P-hard. To that end, in this paper, we propose
GS
algorithm for quick approximation of influence spread by solving a linear system, based on the fact that propagation probabilities in real-world social networks are usually quite small. Furthermore, for better approximation, we study the structural defect problem existing in networks, and correspondingly, propose enhanced algorithms,
GSbyStep
and
SSSbyStep
, by incorporating the
Maximum Influence Path
heuristic. Our algorithms are evaluated by extensive experiments on four social networks. Experimental results show that our algorithms can get better approximations to the IC model than the state-of-the-arts.