Positive Opinion Influential Node Set Selection for Social Networks: Considering Both Positive and Negative Relationships

摘要

Viral marketing is a cost-effective marketing strategy that promotes products by giving free or discounted items to a selected group of highly influential individuals, in the hope that through the word-of-month effects, a large number of products adoptions will occur. Motivated by viral marketing strategies, lots of researches try to investigate how to find the subset of individuals to maximize the influence spread in the network. However, most of studies focus on friendship relations but ignoring foe relationships. Hence, in the paper, we propose a new influence diffusion mode considering both friend and foe relationships in social networks. Moreover, we propose a novel problem called Positive Opinion Influential Node Set (POINS) selection problem. Subsequently, a greedy algorithm called POINS-GREEDY is presented to address the POINS selection problem. Finally, to validate POINS-GREEDY, simulations are conducted on random graphs.