Modelling Influence Propagation in Social Networks

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.