Incentive Compatible Influence Maximization in Social Networks with Application to Viral Marketing

Information diffusion and influence maximization are important and extensively studied problems in social networks. Various models and algorithms have been proposed in the literature in the context of the influence maximization problem. A crucial assumption in all these studies is that the influence probabilities are known to the social planner. This assumption is unrealistic since the influence probabilities are usually private information of the individual agents and strategic agents may not reveal them truthfully. Moreover, the influence probabilities could vary significantly with the type of the information flowing in the network and the time at which the information is propagating in the network. In this paper, we use a mechanism design approach to elicit influence probabilities truthfully from the agents. Our main contribution is to design a scoring rule based mechanism in the context of the influencer-influencee model. In particular, we show the incentive compatibility of the mechanisms and propose a reverse weighted scoring rule based mechanism as an appropriate mechanism to use.

Scalable Preference Aggregation in Social Networks

In social choice theory, preference aggregation refers to computing an aggregate preference over a set of alternatives given individual preferences of all the agents. In real-world scenarios, it may not be feasible to gather preferences from all the agents. Moreover, determining the aggregate preference is computationally intensive. In this paper, we show that the aggregate preference of the agents in a social network can be computed efficiently and with sufficient accuracy using preferences elicited from a small subset of critical nodes in the network. Our methodology uses a model developed based on real-world data obtained using a survey on human subjects, and exploits network structure and homophily of relationships. Our approach guarantees good performance for aggregation rules that satisfy a property which we call expected weak insensitivity. We demonstrate empirically that many practically relevant aggregation rules satisfy this property. We also show that two natural objective functions in this context satisfy certain properties, which makes our methodology attractive for scalable preference aggregation over large scale social networks. We conclude that our approach is superior to random polling while aggregating preferences related to individualistic metrics, whereas random polling is acceptable in the case of social metrics.

Game theoretic, decentralized, local information based algorithm for community detection in social graphs

Motivated by the observation that communities in real world social networks form due to actions of rational individuals in networks, we propose a novel game theory inspired algorithm to determine communities in networks. The algorithm is decentralized and only uses local information at each node. We show the efficacy of the proposed algorithm through extensive experimentation on several real world social network data sets.

Dynamic multi-relational Chinese restaurant process for analyzing influences on users in social media

We study the problem of analyzing influence of various factors affecting individual messages posted in social media. The problem is challenging because of various types of influences propagating through the social media network that act simultaneously on any user. Additionally, the topic composition of the influencing factors and the susceptibility of users to these influences evolve over time. This problem has not been studied before, and off-the-shelf models are unsuitable for this purpose. To capture the complex interplay of these various factors, we propose a new non-parametric model called the Dynamic Multi-Relational Chinese Restaurant Process. This accounts for the user network for data generation and also allows the parameters to evolve over time. Designing inference algorithms for this model suited for large scale social-media data is another challenge. To this end, we propose a scalable and multi-threaded inference algorithm based on online Gibbs Sampling. Extensive evaluations on large-scale Twitter and Face book data show that the extracted topics when applied to authorship and commenting prediction outperform state-of-the-art baselines. More importantly, our model produces valuable insights on topic trends and user personality trends beyond the capability of existing approaches.

Interspecies and intraspecies interactions in social amoebae

The stable co-existence of individuals of different genotypes and reproductive division of labour within heterogeneous groups are issues of fundamental interest from the viewpoint of evolution. Cellular slime moulds are convenient organisms in which to address both issues. Strains of a species co-occur, as do different species; social groups are often genetically heterogeneous. Intra- and interspecies 1:1 mixes of wild isolates of Dictyostelium giganteum and D.purpureum form chimaeric aggregates, following which they segregate to varying extents. Intraspecies aggregates develop in concert and give rise to chimaeric fruiting bodies that usually contain more spores (reproductives) of one component than the other. Reproductive skew and variance in the proportion of reproductives are positively correlated. Interspecies aggregates exhibit almost complete sorting; most spores in a fruiting body come from a single species. Between strains, somatic compatibility correlates weakly with sexual compatibility. It is highest within clones, lower between strains of a species and lowest between strains of different species. Trade-offs among fitness-related traits (between compatible strains), sorting out (between incompatible strains) and avoidance (between species) appear to lie behind coexistence.

A Multi-phase Approach for Improving Information Diffusion in Social Networks

For maximizing influence spread in a social network, given a certain budget on the number of seed nodes, we investigate the effects of selecting and activating the seed nodes in multiple phases. In particular, we formulate an appropriate objective function for two-phase influence maximization under the independent cascade model, investigate its properties, and propose algorithms for determining the seed nodes in the two phases. We also study the problem of determining an optimal budget-split and delay between the two phases.

Accelerating Information Diffusion in Social Networks Under the Susceptible-Infected-Susceptible Epidemic Model

Standard Susceptible-Infected-Susceptible (SIS) epidemic models assume that a message spreads from the infected to the susceptible nodes due to only susceptible-infected epidemic contact. We modify the standard SIS epidemic model to include direct recruitment of susceptible individuals to the infected class at a constant rate (independent of epidemic contacts), to accelerate information spreading in a social network. Such recruitment can be carried out by placing advertisements in the media. We provide a closed form analytical solution for system evolution in the proposed model and use it to study campaigning in two different scenarios. In the first, the net cost function is a linear combination of the reward due to extent of information diffusion and the cost due to application of control. In the second, the campaign budget is fixed. Results reveal the effectiveness of the proposed system in accelerating and improving the extent of information diffusion. Our work is useful for devising effective strategies for product marketing and political/social-awareness/crowd-funding campaigns that target individuals in a social network.

Cost effective campaigning in social networks

Campaigners are increasingly using online social networking platforms for promoting products, ideas and information. A popular method of promoting a product or even an idea is incentivizing individuals to evangelize the idea vigorously by providing them with referral rewards in the form of discounts, cash backs, or social recognition. Due to budget constraints on scarce resources such as money and manpower, it may not be possible to provide incentives for the entire population, and hence incentives need to be allocated judiciously to appropriate individuals for ensuring the highest possible outreach size. We aim to do the same by formulating and solving an optimization problem using percolation theory. In particular, we compute the set of individuals that are provided incentives for minimizing the expected cost while ensuring a given outreach size. We also solve the problem of computing the set of individuals to be incentivized for maximizing the outreach size for given cost budget. The optimization problem turns out to be non trivial; it involves quantities that need to be computed by numerically solving a fixed point equation. Our primary contribution is, that for a fairly general cost structure, we show that the optimization problems can be solved by solving a simple linear program. We believe that our approach of using percolation theory to formulate an optimization problem is the first of its kind. (C) 2016 Elsevier B.V. All rights reserved.

Social optimum in social groups with give-and-take criterion

We consider a Social Group' of networked nodes, seeking a universe' of segments. Each node has a subset of the universe and access to an expensive resource for downloading data. Nodes can also acquire the universe by exchanging copies of segments among themselves, at low cost, using inter-node links. While exchanges over inter-node links ensure minimum cost, some nodes in the group try to exploit the system. We term such nodes as non-reciprocating nodes' and prohibit such behavior by proposing the give-and-take' criterion, where exchange is allowed if each node has segments unavailable with the other. Under this criterion, we consider the problem of maximizing the number of nodes with the universe at the end of local exchanges. First, we present a randomized algorithm that is shown to be optimal in the asymptotic regime. Then, we present greedy links algorithm, which performs well for most of the scenarios and yields an optimal result when the number of nodes is four. The polygon algorithm is proposed, which yields an optimal result when each of the nodes has a unique segment. After presenting some intuitive algorithms (e.g., greedy incremental algorithm and rarest first algorithm), we compare the performances of all proposed algorithms with the optimal. Copyright (c) 2015 John Wiley & Sons, Ltd.

Prosocial norms and degree heterogeneity in social networks

We provide empirical evidence to support the claims that social diversity promotes prosocial behavior. We elicit a real-life social network and its members’ adherence to a social norm, namely inequity aversion. The data reveal a positive relationship between subjects’ prosociality and several measures of centrality. This result is in line with the theoretical literature that relates the evolution of social norms to the structure of social interactions and argues that central individuals are crucial for the emergence of prosocial behavior.