• KSII Transactions on Internet and Information Systems (TIIS)
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• 제15권4호
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• pp.1263-1274
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• 2021

In online competitive social networks, each user can be influenced by different competing influencers and consequently chooses different products. But their interest may change over time and may have swings between different products. The existing influence spreading models seldom take into account the time-related shifts. This paper proposes a minimum cost influence maximization algorithm based on the competitive transition probability. In the model, we set a one-dimensional vector for each node to record the probability that the node chooses each different competing influencer. In the process of propagation, the influence maximization on Competitive Linear Threshold (IMCLT) spreading model is proposed. This model does not determine by which competing influencer the node is activated, but sets different weights for all competing influencers. In the process of spreading, we select the seed nodes according to the cost function of each node, and evaluate the final influence based on the competitive transition probability. Experiments on different datasets show that the proposed minimum cost competitive influence maximization algorithm based on IMCLT spreading model has excellent performance compared with other methods, and the computational performance of the method is also reasonable.

• Journal of information and communication convergence engineering
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• 제16권4호
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• pp.213-220
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• 2018

With the exponential developments of social network, their fundamental role as a medium to spread information, ideas, and influence has gained importance. It can be expressed by the relationships and interactions within a group of individuals. Therefore, some models and researches from various domains have been in response to the influence maximization problem for the effects of "word of mouth" of new products. For example, in reality, more than two related social groups such as commercial companies and service providers exist within the same market issue. Under such a scenario, they called social adversaries competitively try to occupy their market influence against each other. To address the influence maximization (IM) problem between them, we propose a novel IM problem for social adversarial players (IM-SA) which are exploiting the social network attributes to infer the unknown adversary's network configuration. We sophisticatedly define mathematical closed form to demonstrate that the proposed scheme can have a near-optimal solution for a player.

• 정보과학회 컴퓨팅의 실제 논문지
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• 제21권1호
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• pp.40-45
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• 2015

최근 온라인 소셜 네트워크의 성장에 따라, 영향력 최대화 기법을 활용한 다양한 마케팅 기법들이 소개되고 있다. 하지만 지금까지 네트워크 구성이 감춰진 경쟁 집단들이 존재하는 환경에서 영향력 최대화 문제를 해결하려고 시도한 기법은 제안된 적이 없었다. 본 논문에서는 아군 집단과 경쟁 집단 들이 존재하는 소셜 네트워크 환경에서 경쟁 집단에 영향력을 가장 최대화하는 알고리즘을 제안한다. 본 논문에서 제안하는 알고리즘은 소셜 네트워크의 속성들 중 중간 중심성, 클러스터링 계수, 지역적 연결도로와 연결, 그리고 3인조 폐쇄특징 등을 효과적으로 활용한다. 실험을 통하여 본 논문에서 제안하는 알고리즘이 기존 알고리즘보다 경쟁 집단에의 영향력을 더 확산할 수 있음을 확인하였고, 결론적으로 2배의 성능 향상을 보여 주었다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제15권6호
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• pp.2069-2085
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• 2021

A Social Networking Service (SNS) platform provides digital footprints to discover users' interests and track the social diffusion of product adoptions. How to identify a small set of seed users in a SNS who is potential to adopt a new promoting product with high probability, is a key question in social networks. Existing works approached this as a social influence maximization problem. However, these approaches relied heavily on text information for topic modeling and neglected the impact of seed users' relation in the model. To this end, in this paper, we first develop a general product adoption function integrating both users' interest and social influence, where the user interest model relies on historical user behavior and the seed users' evaluations without any text information. Accordingly, we formulate a product adoption maximization problem and prove NP-hardness of this problem. We then design an efficient algorithm to solve this problem. We further devise a method to automatically learn the parameter in the proposed adoption function from users' past behaviors. Finally, experimental results show the soundness of our proposed adoption decision function and the effectiveness of the proposed seed selection method for product adoption maximization.

• Journal of Information Processing Systems
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• 제10권3호
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• pp.471-482
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• 2014

Influence maximization is an important problem of finding a small subset of nodes in a social network, such that by targeting this set, one will maximize the expected spread of influence in the network. To improve the efficiency of algorithm KK_Greedy proposed by Kempe et al., we propose two improved algorithms, Lv_NewGreedy and Lv_CELF. By combining all of advantages of these two algorithms, we propose a mixed algorithm Lv_MixedGreedy. We conducted experiments on two synthetically datasets and show that our improved algorithms have a matching influence with their benchmark algorithms, while being faster than them.

• 한국통신학회논문지
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• 제41권10호
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• pp.1244-1246
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• 2016

정보 확산 극대화 문제는 소셜 네트워크에서 정보 확산을 최대로 할 수 있는 Seed 노드 군을 설정하는 것이다. 기존의 Greedy 알고리즘은 최적에 근접한 해를 제시하였으나 높은 계산량의 문제가 있다. 몇몇 Heuristic 알고리즘들이 계산량 감소를 목표로 제안되었으나 정보 확산 성능 측면에서 한계점이 있다. 본 논문에서는 General Degree Discount 알고리즘을 제안하고, 제안된 알고리즘이 계산량 측면 및 정보 확산 성능 측면에서 기존 Heuristic 알고리즘 대비 우수한 성능을 보임을 입증하고자 한다.

• 정보과학회 논문지
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• 제44권10호
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• pp.1105-1111
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• 2017

영향력 최대화란 소셜 네트워크에서 최대의 영향력을 갖는 k개의 시드(seed) 노드로 이루어진 집합을 선출하는 문제이다. 이 문제를 해결한 기존 방법들이 갖는 가장 큰 문제는 시드 집합을 선출하는데 너무 많은 시간이 소요된다는 점이다. 이러한 성능 문제는 미시적, 거시적 두 가지 측면에서 발생한다. 본 논문은 미시적, 거시적 측면의 성능 문제 동시에 해결하는 효율적인 영향력 최대화 방안을 제안한다. 또한, 양질의 시드 집합을 선출하기 위한 새로운 경로 기반 커뮤니티 탐지 기법을 제안한다. 네 가지 실세계 데이터를 이용한 실험을 통해, 제안하는 방안이 미시적, 거시적 측면의 문제를 모두 해결하는 동시에 양질의 시드 집합을 선출함을 확인하였다.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제11권6호
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• pp.2979-2995
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• 2017

In recent years, there has been an increasing number of studies focused on identifying a set of spreaders to maximize the influence of spreading in complex networks. Although the k-core decomposition can effectively identify the single most influential spreader, selecting a group of nodes that has the largest k-core value as the seeds cannot increase the performance of the influence maximization because the propagation sphere of this group of nodes is overlapped. To overcome this limitation, we propose a neighborhood coreness cover and discount heuristic algorithm named "NCCDH" to identify a set of influential and decentralized seeds. Using this method, a node in the high-order shell with the largest neighborhood coreness and an uncovered status will be selected as the seed in each turn. In addition, the neighbors within the same shell layer of this seed will be covered, and the neighborhood coreness of the neighbors outside the shell layer will be discounted in the subsequent round. The experimental results show that with increases in the spreading probability, the NCCDH outperforms other algorithms in terms of the affected scale and spreading speed under the Susceptible-Infected-Recovered (SIR) and Susceptible-Infected (SI) models. Furthermore, this approach has a superior running time.

• 기술혁신연구
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• 제15권1호
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• pp.175-201
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• 2007

Licensing contracts between partners in International Joint Ventures(IJV) have not only aspects of relation contract, which is interdependent and long-term cooperative relationships in interpartner but also aspects of discrete contract which is exposed to opportunistic risk caused by IJV partners who maximize individual profit instead of joint payoff maximization. In this circumstance, appropriate compensation structures such as lump-sum and royalty can reduce conflicts and spur interpartner cooperation. In addition, compensation structures that stipulate each party's rights, duties, and responsibilities under various sets of environmental conditions have strong implications for transaction cost minimization and joint payoff maximization. On the other hands, compensation structures such as lump-sum and royalty in IJV licensing contract have benefits and costs depending on IJV partners uncertainty, partner dependency, and environment uncertainty. Therefore, the purpose of this paper is to empirically show how partner uncertainty, partner dependence and environment uncertainty influence compensation structure chosen by licensor in IJV.

• 한국정보처리학회:학술대회논문집
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• 한국정보처리학회 2018년도 춘계학술발표대회
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• pp.416-417
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• 2018

본 논문에서는 기존 광고대행 유저 추천 서비스의 광고대행 유저 선출 방업이 갖는 문제를 해결하기 위해, 영향력 최대화 (Influence maximization) 연구 분야의 기술을 활용하여 (1) 유저들 간 단계적으로 파급되는 광고효과를 고려한 광고효과 최대화 방안을 제안한다. 나아가 보다 정확한 광고효과 평가를 위해, (2) 유저 간 지지도 (support) 및 (3) 유저의 컨텐츠 공유 (share) 점수를 정의하고 광고효과 최대화 방안에 반영하였다. 실 세계 데이터를 이용한 실험을 통해 제안하는 광고 대행 유저 선출 방안이 전통적인 선출 방안들보다 광고 효과가 더 큰 유저들을 선출함을 입증하였다.