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1. Measuring the impact of influence on individuals: roadmap to quantifying attitude

   Fu, Xiaoyun ; Padmanabhan, Madhavan ; Kumar, Raj Gaurav ; Basu, Samik ; Dorius, Shawn ; Pavan, A. ( July 2021 , Social network analysis and mining)

   null (Ed.)

   Diffusion of information in social network has been the focus of intense research in the recent past decades due to its significant impact in shaping public discourse through group/individual influence. Existing research primarily models influence as a binary property of entities: influenced or not influenced. While this is a useful abstraction, it discards the notion of degree of influence, i.e., certain individuals may be influenced ``more'' than others. We introduce the notion of \emph{attitude}, which, as described in social psychology, is the degree by which an entity is influenced by the information. Intuitively, attitude captures the number of distinct neighbors of an entity influencing the latter. We present an information diffusion model (AIC model) that quantifies the degree of influence, i.e., attitude of individuals, in a social network. With this model, we formulate and study attitude maximization problem. We prove that the function for computing attitude is monotonic and sub-modular, and the attitude maximization problem is NP-Hard. We present a greedy algorithm for maximization with an approximation guarantee of $(1-1/e)$. In the context of AIC model, we study two problems, with the aim to investigate the scenarios where attaining individuals with high attitude is objectively more important than maximizing the attitude of the entire network. In the first problem, we introduce the notion of \emph{actionable attitude}; intuitively, individuals with actionable attitude are likely to ``act'' on their attained attitude. We show that the function for computing actionable attitude, unlike that for computing attitude, is non-submodular and however is \emph{approximately submodular}. We present approximation algorithm for maximizing actionable attitude in a network. In the second problem, we consider identifying the number of individuals in the network with attitude above a certain value, a threshold. In this context, the function for computing the number of individuals with attitude above a given threshold induced by a seed set is \emph{neither submodular nor supermodular}. We present heuristics for realizing the solution to the problem. We experimentally evaluated our algorithms and studied empirical properties of the attitude of nodes in network such as spatial and value distribution of high attitude nodes. 

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2. Triangular Stability Maximization by Influence Spread over Social Networks

   https://doi.org/10.14778/3611479.3611490  

   Hu, Zheng ; Zheng, Weiguo ; Lian, Xiang ( July 2023 , Proceedings of the VLDB Endowment)

   In many real-world applications such as social network analysis and online advertising/marketing, one of the most important and popular problems is called influence maximization (IM), which finds a set of k seed users that maximize the expected number of influenced user nodes. In practice, however, maximizing the number of influenced nodes may be far from satisfactory for real applications such as opinion promotion and collective buying. In this paper, we explore the importance of stability and triangles in social networks, and formulate a novel problem in the influence spread scenario, named triangular stability maximization , over social networks, and generalize it to a general triangle influence maximization problem, which is proved to be NP-hard. We develop an efficient reverse influence sampling (RIS) based framework for the triangle IM with theoretical guarantees. To enable unbiased estimators, it demands probabilistic sampling of triangles, that is, sampling triangles according to their probabilities. We propose an edge-based triple sampling approach, which is exactly equivalent to probabilistic sampling and avoids costly triangle enumeration and materialization. We also design several pruning and reduction techniques, as well as a cost-model-guided heuristic algorithm. Extensive experiments and a case study over real-world graphs confirm the effectiveness of our proposed algorithms and the superiority of triangular stability maximization and triangle influence maximization. 

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3. Gaps in Information Access in Social Networks

   https://doi.org/10.1145/3308558.3313680  

   Fish, Benjamin ; Bashardoust, Ashkan ; Boyd, Danah ; Friedler, Sorelle ; Scheidegger, Carlos ; Venkatasubramanian, Suresh ( January 2019 , The Web Conference (WWW))

   The study of influence maximization in social networks has largely ignored disparate effects these algorithms might have on the individuals contained in the social network. Individuals may place a high value on receiving information, e.g. job openings or advertisements for loans. While well-connected individuals at the center of the network are likely to receive the information that is being distributed through the network, poorly connected individuals are systematically less likely to receive the information, producing a gap in access to the information between individuals. In this work, we study how best to spread information in a social network while minimizing this access gap. We propose to use the maximin social welfare function as an objective function, where we maximize the minimum probability of receiving the information under an intervention. We prove that in this setting this welfare function constrains the access gap whereas maximizing the expected number of nodes reached does not. We also investigate the difficulties of using the maximin, and present hardness results and analysis for standard greedy strategies. Finally, we investigate practical ways of optimizing for the maximin, and give empirical evidence that a simple greedy-based strategy works well in practice. 

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4. Topic-aware Incentive Mechanism for Task Diffusion in Mobile Crowdsourcing through Social Network

   https://doi.org/10.1145/3487580  

   Xu, Jia ; Zhou, Yuanhang ; Chen, Gongyu ; Ding, Yuqing ; Yang, Dejun ; Liu, Linfeng ( February 2022 , ACM Transactions on Internet Technology)

   Crowdsourcing has become an efficient paradigm to utilize human intelligence to perform tasks that are challenging for machines. Many incentive mechanisms for crowdsourcing systems have been proposed. However, most of existing incentive mechanisms assume that there are sufficient participants to perform crowdsourcing tasks. In large-scale crowdsourcing scenarios, this assumption may be not applicable. To address this issue, we diffuse the crowdsourcing tasks in social network to increase the number of participants. To make the task diffusion more applicable to crowdsourcing system, we enhance the classic Independent Cascade model so the influence is strongly connected with both the types and topics of tasks. Based on the tailored task diffusion model, we formulate the Budget Feasible Task Diffusion ( BFTD ) problem for maximizing the value function of platform with constrained budget. We design a parameter estimation algorithm based on Expectation Maximization algorithm to estimate the parameters in proposed task diffusion model. Benefitting from the submodular property of the objective function, we apply the budget-feasible incentive mechanism, which satisfies desirable properties of computational efficiency, individual rationality, budget-feasible, truthfulness, and guaranteed approximation, to stimulate the task diffusers. The simulation results based on two real-world datasets show that our incentive mechanism can improve the number of active users and the task completion rate by 9.8% and 11%, on average. 

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5. Disrupting Diffusion: Critical Nodes in Network

   Kumar, Raj Gaurav ; Bhardwaj, Preeti ; Basu, Samik ; Pavan, A. ( December 2020 , IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology, WI/IAT 2020,)

   He, Jing ; Purohit, Hemant ; Huang, Guangyan ; Gao, Xiaoying ; Deng, Ke (Ed.)

   We formulate and study the problem of identifying nodes whose absence can maximally disrupt network-diffusion under the independent cascade model. We refer to such nodes as critical nodes. We present the notion of impact and characterize critical nodes based on this notion. Informally, impact of a set of nodes quantifies the necessity of the nodes in the diffusion process. We prove that the impact is monotonic. Interestingly, unlike similar formulation of critical edges in the context of Linear Threshold diffusion model, impact is neither submodular nor supermodular. Furthermore, we prove that the problem of finding a set of nodes which maximizes impact is NP-Hard. Hence, we develop heuristics that rely on submodular approximations of the impact function. We empirically evaluate our heuristics by comparing the level of disruption achieved by identifying and removing critical nodes as opposed to that achieved by removing the most influential nodes. 

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