NDLI: Maximizing the Spread of Positive Influence in Online Social Networks

Content Provider	IEEE Xplore Digital Library
Author	Huiyuan Zhang Dinh, T.N. Thai, M.T.
Copyright Year	2013
Description	Author affiliation: Dept. of Comput. & Inf. Sci. & Eng., Univ. of Florida, Gainesville, FL, USA (Huiyuan Zhang; Dinh, T.N.; Thai, M.T.)
Abstract	Online social networks (OSNs) provide a new platform for product promotion and advertisement. Influence maximization problem arisen in viral marketing has received a lot of attentions recently. Most of the existing diffusion models rely on one fundamental assumption that an influenced user necessarily adopts the product and encourages his/her friends to further adopt it. However, an influenced user may be just aware of the product. Due to personal preference, neutral or negative opinion can be generated so that product adoption is uncertain. Maximizing the total number of influenced users is not the uppermost concern, instead, letting more activated users hold positive opinions is of first importance. Motivated by above phenomenon, we proposed a model, called Opinion-based Cascading (OC) model. We formulate an opinion maximization problem on the new model to take individual opinion into consideration as well as capture the change of opinions at the same time. We show that under the OC model, opinion maximization is NP-hard and the objective function is no longer submodular. We further prove that there does not exist any approximation algorithm with finite ratio unless P=NP. We have designed an efficient algorithm to compute the total positive influence based on this new model. Comprehensive experiments on real social networks are conducted, and results show that previous methods overestimate the overall positive influence, while our model is able to distinguish between negative opinions and positive opinions, and estimate the overall influence more accurately.
Starting Page	317
Ending Page	326
File Size	494222
Page Count	10
File Format	PDF
ISBN	9780769550008
ISSN	10636927
DOI	10.1109/ICDCS.2013.37
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-07-08
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Social network services Greedy algorithms Approximation algorithms Computational modeling Time complexity Polynomials Algorithm design and analysis Algorithm Viral marketing Opinion Diffusion Model Social Networks
Content Type	Text
Resource Type	Article
Subject	Computer Networks and Communications Hardware and Architecture Software

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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