Banzhaf Index for Influence Maximization

Autor:	Balaji Vasan Srinivasan, Arava Sai Kumar
Rok vydání:	2015
Předmět:	Identification (information) Index (economics) Game theoretic Social network Computer science business.industry Key (cryptography) Social media Maximization business Data science Influencer marketing
Zdroj:	Lecture Notes in Computer Science ISBN: 9783319274324 SocInfo
Popis:	Social media has changed the way people communicate with each other and has brought people together. Enterprises are increasingly using it as a medium for marketing activities. However, due to the size of these networks, marketers often look for key customers (influencers) to drive the campaign to the community. In this paper, we take a game theoretic approach to identify key influencers in a network. We begin with defining coalition games to model the social network and then use the concept of Banzhaf index to measure the utility of each user to the coalition. We further extend this concept towards identification of influencers and compare the resulting algorithm against existing works on influence maximization on several datasets. Improvements are observed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::22efbe0c64a0404c2b8f9aa80281de53 https://doi.org/10.1007/978-3-319-27433-1_18 Zobrazit plný text záznamu