Evidential positive opinion influence measures for viral marketing

Siwar Jendoubi (1) , Arnaud Martin (2)

1 LARODEC - Laboratoire de Recherche Opérationnelle de Décision et de Contrôle de Processus
2 DRUID - Declarative & Reliable management of Uncertain, user-generated Interlinked Data

The Viral Marketing is a relatively new form of marketing that exploits social networks to promote a brand, a product, etc. The idea behind it is to find a set of influencers on the network that can trigger a large cascade of propagation and adoptions. In this paper, we will introduce an evidential opinion-based influence maximization model for viral marketing. Besides, our approach tackles three opinions based scenarios for viral marketing in the real world. The first scenario concerns influencers who have a positive opinion about the product. The second scenario deals with influencers who have a positive opinion about the product and produce effects on users who also have a positive opinion. The third scenario involves influence users who have a positive opinion about the product and produce effects on the negative opinion of other users concerning the product in question. Next, we proposed six influence measures, two for each scenario. We also use an influence maximization model that the set of detected influencers for each scenario. Finally, we show the performance of the proposed model with each influence measure through some experiments conducted on a generated dataset and a real world dataset collected from Twitter.

Mots clés: theory of belief functions; Influence maximization; user opinion; influence measure

Domaines: Réseaux sociaux et d'information [cs.SI]; Intelligence artificielle [cs.AI]

Siwar Jendoubi, Arnaud Martin. Evidential positive opinion influence measures for viral marketing. Knowledge and Information Systems (KAIS), 2020, 62, pp.1037-1062. ⟨10.1007/s10115-019-01375-w⟩. ⟨hal-02176369⟩