Routing and Scheduling of Social Influence Diffusion in Online Social Networks

Owing to the rising popularity of online social networking services (OSNs), studies on social influence and its diffusion have received significant attention from the research community. Prior research has mostly studied the impact of single-hop influence diffusion and multi-hop influence broadcast...

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Bibliographic Details
Main Authors: Hung, Hui-Ju, Yang, De-Nian, Lee, Wang-Chien
Format: Conference Proceeding
Language:English
Subjects:
Algorithms
Computer networks
Diffusion
distributed computation
Facebook
Integrated circuit modeling
Mathematical models
Optimization
Routing
Routing (telecommunications)
Scheduling
social influence
Social networks
Time factors
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Summary:Owing to the rising popularity of online social networking services (OSNs), studies on social influence and its diffusion have received significant attention from the research community. Prior research has mostly studied the impact of single-hop influence diffusion and multi-hop influence broadcast in online social networks. Very little research explores the idea of guiding (routing) multi-hop social influence towards a specific target. In this paper, we motivate the needs of timely routing social influence to formulate a new optimization problem, namely, Routing And Scheduling of Target-Oriented Social Influence Diffusion (RAS-TOSID). Accordingly, we propose the Efficient Routing And Scheduling with Social and Temporal decOmposition (ERASSTO) algorithm, which finds the optimal solution to RAS-TOSID in polynomial time. We carry out a user study by implementing ERASSTO in Facebook and conduct a comprehensive evaluation on ERASSTO and alternative approaches by simulation. The result shows that ERASSTO significantly outperforms other algorithms regarding solution quality and computational efficiency.
ISSN:1063-6927
2575-8411
DOI:10.1109/ICDCS.2016.45