Optimal detection of influential spreaders in online social networks

Chee Wei Tan, Pei Duo Yu, Chun Kiu Lai, Wenyi Zhang, Hung-Lin Fu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

13 Scopus citations

Abstract

The wide availability of digital data in online social networks such as the Facebook offers an interesting question on finding the influential users based on the user interaction over time. An example is the clicking of the Facebook Like button to endorse a digital object (e.g., a post or picture) posted by other user. This online interaction activity connects users sharing similar opinions or disposition and spreads their influence. In this paper, we study the estimation problem of finding a small number of users in the online social network who are influential in maximizing the reach of a digital message when it originates from them. The digital interaction in the online social network can be modeled using an interaction graph, e.g., associate users through the past record of snapshot observations of Like's activity in Facebook. We propose a network centrality approach in which we first use graph convexity to characterize the relative influential level of users on the interaction graph. We then propose a message passing algorithm to rank these users in order to identify the influential spreaders who play a forward-engineering role in catalyzing the spread of a new message. A useful application is to schedule a cascade of endorsement of a digital marketing message or for a business entity with a Facebook presence to find a number of Facebook users to spread the word of new commercial products. Lastly, we describe the performance of our algorithm using a synthetic dataset.

Original languageEnglish
Title of host publication2016 50th Annual Conference on Information Systems and Sciences, CISS 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages145-150
Number of pages6
ISBN (Electronic)9781467394574
DOIs
StatePublished - 26 Apr 2016
Event50th Annual Conference on Information Systems and Sciences, CISS 2016 - Princeton, United States
Duration: 16 Mar 201618 Mar 2016

Publication series

Name2016 50th Annual Conference on Information Systems and Sciences, CISS 2016

Conference

Conference50th Annual Conference on Information Systems and Sciences, CISS 2016
CountryUnited States
CityPrinceton
Period16/03/1618/03/16

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  • Cite this

    Tan, C. W., Yu, P. D., Lai, C. K., Zhang, W., & Fu, H-L. (2016). Optimal detection of influential spreaders in online social networks. In 2016 50th Annual Conference on Information Systems and Sciences, CISS 2016 (pp. 145-150). [7460492] (2016 50th Annual Conference on Information Systems and Sciences, CISS 2016). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/CISS.2016.7460492