Modelling Influence Propagation in Social Networks

Anna Szczepanek


This paper presents a formalised description of the models of influence propagation in social networks introduced in the classic paper of Kempe et al. The formal framework that we propose clarifies the structure of the most popular propagation models and helps rigorously re-establish the essential results concerning the problem of influence maximisation. We also introduce new models of propagation and show how they fit into the general picture. In particular, we focus on models that capture either positive or negative effects of resisting influence on individual’s future resistance.

Słowa kluczowe: social networks, influence propagation, influence maximisation, viral marketing
[1] Kempe D., Kleinberg J., Tardos E., Maximizing the spread of influence through a social network. KDD ’03, ACM, New York, 2003.
[2] Kempe D., Kleinberg J., Tardos E., Influential nodes in a diffusion model for social networks. ICALP’05, Springer-Verlag, Berlin, 2005.
[3] Nemhauser G., Wolsey L., Fisher M., An analysis of approximations for maximizing submodular set functions I. Math. Prog., 1978, 14.
[4] Mossel E., Roch S., Submodularity of influence in social networks: From local to global. SIAM J. Comput., 2010, 39.

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