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Preference Aware Influence Maximization
With the development of social network, online marketing has become more popular and developed in an unprecedented scale. Viral marketing propagates influence through ‘word-of-mouth’ effect. As for development of viral marketing, it is critical to select a set of influential users in the network to propagate influence as much as possible with limited resources. In this chapter, we proposed a model called Preference-based Trust Independent Cascade Model. Based on the experimental results, the Preference-based Trust Independent Cascade Model is able to obtain better results than some traditional models. Comparing with other existing methods, such as trust-only approach and random selection approach, the proposed Preference-based Trust Independent Cascade Model considers both user preference and trust connectivity.
History
Publication title
Multi-agent and Complex Systems: Studies in Computational IntelligenceVolume
670Editors
Q Bai, F Ren, K Fujita, M Zhang and T ItoPagination
153-164ISBN
978-981-10-2563-1Department/School
School of Information and Communication TechnologyPublisher
SpringerPlace of publication
BerlinExtent
14Rights statement
Copyright 2017 Springer Science+Business Media SingaporeRepository Status
- Restricted