IDEAS home Printed from https://ideas.repec.org/a/eee/phsmap/v545y2020ics0378437119320412.html
   My bibliography  Save this article

Sequential seeding strategy for social influence diffusion with improved entropy-based centrality

Author

Listed:
  • Ni, Chengzhang
  • Yang, Jun
  • Kong, Demei

Abstract

In this paper, we investigate the centrality problem of selecting seed targets for sequential seeding strategy in social networks. Based on the concept of entropy, we design a novel improved centrality by integrating interaction intimacy and confidence level to measure the total influence of an individual which can be decomposed into direct effect and indirect effect. In addition, we formulate the sequential seeding strategy to evaluate the performance of the proposed centrality and compare it with the counterpart of the single-stage seeding strategy. Furthermore, extensive experiments are conducted for comparison with the other centralities including betweenness, closeness, degree, and eigenvector in two empirical and four artificial social networks. By simulations, we find that the proposed entropy-based centrality is superior to other centralities in terms of diffusion speed and influence coverage in the BA scale-free network. Parameter analysis of sequential seeding strategy demonstrates that the proposed centrality can achieve the greatest total influence coverage in the case where the individual’s confidence in each neighbor is treated equally.

Suggested Citation

  • Ni, Chengzhang & Yang, Jun & Kong, Demei, 2020. "Sequential seeding strategy for social influence diffusion with improved entropy-based centrality," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 545(C).
  • Handle: RePEc:eee:phsmap:v:545:y:2020:i:c:s0378437119320412
    DOI: 10.1016/j.physa.2019.123659
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0378437119320412
    Download Restriction: Full text for ScienceDirect subscribers only. Journal offers the option of making the article available online on Science direct for a fee of $3,000

    File URL: https://libkey.io/10.1016/j.physa.2019.123659?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Cao, Shujuan & Dehmer, Matthias, 2015. "Degree-based entropies of networks revisited," Applied Mathematics and Computation, Elsevier, vol. 261(C), pages 141-147.
    2. Liu, Jian-Guo & Ren, Zhuo-Ming & Guo, Qiang, 2013. "Ranking the spreading influence in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(18), pages 4154-4159.
    3. Nie, Tingyuan & Guo, Zheng & Zhao, Kun & Lu, Zhe-Ming, 2016. "Using mapping entropy to identify node centrality in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 453(C), pages 290-297.
    4. Linyuan Lü & Tao Zhou & Qian-Ming Zhang & H. Eugene Stanley, 2016. "The H-index of a network node and its relation to degree and coreness," Nature Communications, Nature, vol. 7(1), pages 1-7, April.
    5. Gao, Cai & Wei, Daijun & Hu, Yong & Mahadevan, Sankaran & Deng, Yong, 2013. "A modified evidential methodology of identifying influential nodes in weighted networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(21), pages 5490-5500.
    6. Duan-Bing Chen & Hui Gao & Linyuan Lü & Tao Zhou, 2013. "Identifying Influential Nodes in Large-Scale Directed Networks: The Role of Clustering," PLOS ONE, Public Library of Science, vol. 8(10), pages 1-10, October.
    7. Vijay Mahajan & Eitan Muller & Roger A. Kerin, 1984. "Introduction Strategy for New Products with Positive and Negative Word-of-Mouth," Management Science, INFORMS, vol. 30(12), pages 1389-1404, December.
    8. Fei, Liguo & Deng, Yong, 2017. "A new method to identify influential nodes based on relative entropy," Chaos, Solitons & Fractals, Elsevier, vol. 104(C), pages 257-267.
    9. Chen, Duanbing & Lü, Linyuan & Shang, Ming-Sheng & Zhang, Yi-Cheng & Zhou, Tao, 2012. "Identifying influential nodes in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 391(4), pages 1777-1787.
    10. Byungjoon Min & Fredrik Liljeros & Hernán A Makse, 2015. "Finding Influential Spreaders from Human Activity beyond Network Location," PLOS ONE, Public Library of Science, vol. 10(8), pages 1-13, August.
    11. Wei, Daijun & Deng, Xinyang & Zhang, Xiaoge & Deng, Yong & Mahadevan, Sankaran, 2013. "Identifying influential nodes in weighted networks based on evidence theory," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 392(10), pages 2564-2575.
    12. Jing Zhao & Ting-Hong Yang & Yongxu Huang & Petter Holme, 2011. "Ranking Candidate Disease Genes from Gene Expression and Protein Interaction: A Katz-Centrality Based Approach," PLOS ONE, Public Library of Science, vol. 6(9), pages 1-9, September.
    13. Hinz, Oliver & Skiera, Bernd & Barrot, Christian & Becker, Jan, 2011. "Seeding Strategies for Viral Marketing: An Empirical Comparison," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 56543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    14. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
    15. Liu, Qipeng & Hong, Tao, 2018. "Sequential seeding for spreading in complex networks: Influence of the network topology," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 508(C), pages 10-17.
    16. Chen, Zengqiang & Dehmer, Matthias & Shi, Yongtang, 2015. "Bounds for degree-based network entropies," Applied Mathematics and Computation, Elsevier, vol. 265(C), pages 983-993.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Col, Alcebiades Dal & Petronetto, Fabiano, 2023. "Graph regularization centrality," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 628(C).
    2. Cao, Renmeng & Geng, Yu & Xu, Xiaoke & Wang, Xianwen, 2022. "How does duplicate tweeting boost social media exposure to scholarly articles?," Journal of Informetrics, Elsevier, vol. 16(1).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wei, Bo & Liu, Jie & Wei, Daijun & Gao, Cai & Deng, Yong, 2015. "Weighted k-shell decomposition for complex networks based on potential edge weights," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 420(C), pages 277-283.
    2. Hu, Jiantao & Du, Yuxian & Mo, Hongming & Wei, Daijun & Deng, Yong, 2016. "A modified weighted TOPSIS to identify influential nodes in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 444(C), pages 73-85.
    3. Sheikhahmadi, Amir & Nematbakhsh, Mohammad Ali & Zareie, Ahmad, 2017. "Identification of influential users by neighbors in online social networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 486(C), pages 517-534.
    4. Zhu, Hengmin & Yin, Xicheng & Ma, Jing & Hu, Wei, 2016. "Identifying the main paths of information diffusion in online social networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 452(C), pages 320-328.
    5. Liu, Jie & Li, Yunpeng & Ruan, Zichan & Fu, Guangyuan & Chen, Xiaowu & Sadiq, Rehan & Deng, Yong, 2015. "A new method to construct co-author networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 419(C), pages 29-39.
    6. Du, Yuxian & Gao, Cai & Hu, Yong & Mahadevan, Sankaran & Deng, Yong, 2014. "A new method of identifying influential nodes in complex networks based on TOPSIS," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 399(C), pages 57-69.
    7. Sheikhahmadi, Amir & Nematbakhsh, Mohammad Ali & Shokrollahi, Arman, 2015. "Improving detection of influential nodes in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 436(C), pages 833-845.
    8. Chen, Yahong & Li, Jinlin & Huang, He & Ran, Lun & Hu, Yusheng, 2017. "Encouraging information sharing to boost the name-your-own-price auction," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 479(C), pages 108-117.
    9. Mahyar, Hamidreza & Hasheminezhad, Rouzbeh & Ghalebi K., Elahe & Nazemian, Ali & Grosu, Radu & Movaghar, Ali & Rabiee, Hamid R., 2018. "Compressive sensing of high betweenness centrality nodes in networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 497(C), pages 166-184.
    10. Yu, Senbin & Gao, Liang & Xu, Lida & Gao, Zi-You, 2019. "Identifying influential spreaders based on indirect spreading in neighborhood," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 523(C), pages 418-425.
    11. Liu, Jun & Xiong, Qingyu & Shi, Weiren & Shi, Xin & Wang, Kai, 2016. "Evaluating the importance of nodes in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 452(C), pages 209-219.
    12. Yu, Hui & Cao, Xi & Liu, Zun & Li, Yongjun, 2017. "Identifying key nodes based on improved structural holes in complex networks," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 486(C), pages 318-327.
    13. Gao, Shuai & Ma, Jun & Chen, Zhumin & Wang, Guanghui & Xing, Changming, 2014. "Ranking the spreading ability of nodes in complex networks based on local structure," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 403(C), pages 130-147.
    14. Zhong, Lin-Feng & Shang, Ming-Sheng & Chen, Xiao-Long & Cai, Shi-Ming, 2018. "Identifying the influential nodes via eigen-centrality from the differences and similarities of structure," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 510(C), pages 77-82.
    15. Bao, Zhong-Kui & Ma, Chuang & Xiang, Bing-Bing & Zhang, Hai-Feng, 2017. "Identification of influential nodes in complex networks: Method from spreading probability viewpoint," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 468(C), pages 391-397.
    16. Liebig, Jessica & Rao, Asha, 2016. "Predicting item popularity: Analysing local clustering behaviour of users," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 442(C), pages 523-531.
    17. Fei, Liguo & Zhang, Qi & Deng, Yong, 2018. "Identifying influential nodes in complex networks based on the inverse-square law," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 512(C), pages 1044-1059.
    18. Zhai, Li & Yan, Xiangbin & Zhang, Guojing, 2018. "Bi-directional h-index: A new measure of node centrality in weighted and directed networks," Journal of Informetrics, Elsevier, vol. 12(1), pages 299-314.
    19. Zhong, Lin-Feng & Liu, Quan-Hui & Wang, Wei & Cai, Shi-Min, 2018. "Comprehensive influence of local and global characteristics on identifying the influential nodes," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 511(C), pages 78-84.
    20. Singh, Priti & Chakraborty, Abhishek & Manoj, B.S., 2017. "Link Influence Entropy," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 465(C), pages 701-713.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:phsmap:v:545:y:2020:i:c:s0378437119320412. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/physica-a-statistical-mechpplications/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.