Research Article
Cost-Aware Targeted Viral Marketing with Time Constraints in Social Networks
@INPROCEEDINGS{10.1007/978-3-030-12981-1_5, author={Ke Xu and Kai Han}, title={Cost-Aware Targeted Viral Marketing with Time Constraints in Social Networks}, proceedings={Collaborative Computing: Networking, Applications and Worksharing. 14th EAI International Conference, CollaborateCom 2018, Shanghai, China, December 1-3, 2018, Proceedings}, proceedings_a={COLLABORATECOM}, year={2019}, month={2}, keywords={Social network Influence maximization Time constraints}, doi={10.1007/978-3-030-12981-1_5} }- Ke Xu
Kai Han
Year: 2019
Cost-Aware Targeted Viral Marketing with Time Constraints in Social Networks
COLLABORATECOM
Springer
DOI: 10.1007/978-3-030-12981-1_5
Abstract
Online social networks have been one of the most effective platforms for marketing which is called . The main challenge of viral marketing is to seek a set of users that can maximize the expected influence, which is known as Influence Maximization (IM) problem. In this paper, we incorporate of users and , including and of influence diffusion, in IM problem and propose (CTVMT) problem to find the most cost-effective seed users who can influence the most relevant users within a time deadline. We study the problem under IC-M and LT-M diffusion model which extends IC and LT model with time constraints. Since CTVMT is NP-hard under two models, we design a algorithm using two new benefit sampling algorithms designed for IC-M and LT-M respectively to get a solution with an approximation ratio. To the best of our knowledge, this is the first algorithm that can provide approximation guarantee for our problem. Our empirical study over several real-world networks demonstrates the performances of our proposed solutions.
