Journal
INFORMATION SCIENCES
Volume 493, Issue -, Pages 217-231Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.ins.2019.04.033
Keywords
Social network; Viral marketing; Users' interest; Influence maximization; Information spreading; Centrality
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Ever increasing popularity social networks has attracted many companies to use them for viral marketing. Identification of influential users for spreading news and marketing is a major challenge in viral marketing. In most of the existing influence maximization approaches, the topological locations of nodes on the network has been considered as a criterion to determine their influentiality. They have mainly neglected users' interest in the marketing message. Although a number of existing works have considered interests of users, they have not used any criterion to specify the interest. This manuscript proposes a novel criterion to measure the interest of users in the marketing messages. We then propose a novel algorithm to obtain the set of the most influential users. Experimental results on real-world and synthetic networks reveal effectiveness of the proposed method as compared to the existing state-of-the-art influence maximization algorithms. (C) 2019 Elsevier Inc. All rights reserved.
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