Business Commons^™

Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu

Research Collection School Of Computing and Information Systems

For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically, we formulate it as an optimization problem, i.e., diversified social influence maximization. First, we present a general framework for this problem, under which we construct a class of diversity measures to quantify the diversity of the influenced crowd. …