Scalable influence maximization for independent cascade model in large-scale social networks

• Published in: Data mining and knowledge discovery Vol. 25; no. 3; pp. 545 - 576
• Main Authors: Wang, Chi, Chen, Wei, Wang, Yajun
• Format: Journal Article
• Language: English
• Published: Boston Springer US 01.11.2012; Springer Nature B.V
• Subjects: Algorithms; Approximation; Artificial Intelligence; Cascades; Chemistry and Earth Sciences; Computer Science; Data Mining and Knowledge Discovery; Graphs; Greedy algorithms; Heuristic; Heuristic methods; Information Storage and Retrieval; Mathematical models; Maximization; Physics; Seeds; Social networks; Spreads; Statistics for Engineering; Viral marketing; Word of mouth advertising; Influence maximization; Social networks; Viral marketing; Independent cascade model
• DOI: 10.1007/s10618-012-0262-1
• ISSN: 1384-5810

Influence maximization, defined by Kempe et al. (SIGKDD 2003 ), is the problem of finding a small set of seed nodes in a social network that maximizes the spread of influence under certain influence cascade models. The scalability of influence maximization is a key factor for enabling prevalent viral marketing in large-scale online social networks. Prior solutions, such as the greedy algorithm of Kempe et al. (SIGKDD 2003 ) and its improvements are slow and not scalable, while other heuristic algorithms do not provide consistently good performance on influence spreads. In this article, we design a new heuristic algorithm that is easily scalable to millions of nodes and edges in our experiments. Our algorithm has a simple tunable parameter for users to control the balance between the running time and the influence spread of the algorithm. Our results from extensive simulations on several real-world and synthetic networks demonstrate that our algorithm is currently the best scalable solution to the influence maximization problem: (a) our algorithm scales beyond million-sized graphs where the greedy algorithm becomes infeasible, and (b) in all size ranges, our algorithm performs consistently well in influence spread—it is always among the best algorithms, and in most cases it significantly outperforms all other scalable heuristics to as much as 100–260% increase in influence spread.