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A gradient-based methodology for optimizing time for influence diffusion in social networks

  • Jyoti Sunil MoreEmail author
  • Chelpa Lingam
Original Article
  • 42 Downloads

Abstract

In social network analysis, one of the significant problems is finding the most influential entities within the network, which has proved to be NP-hard. The problem of influence maximization in a social network is an optimization problem that ensures that the spread of influence in the network is maximized. Although many algorithms have been proposed for influence maximization, most of them provide influence spread, at the cost of execution time. Therefore, a novel methodology based on gradient approach is proposed in this paper to deal with the problem. This approach provides a balance between influence spread and execution time. In this research, the performance of the proposed algorithm has been compared with existing algorithms and observations of a better influence spread per second are presented. This task has significance in viral marketing, since the most influential entities can be targeted for endorsing new products in the market at a faster rate.

Keywords

Gradient Social network analysis Social influencer Influence spread Influence diffusion Viral marketing 

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Copyright information

© Springer-Verlag GmbH Austria, part of Springer Nature 2019

Authors and Affiliations

  1. 1.Department of Computer Engineering, Ramrao Adik Institute of TechnologyAffiliated to Mumbai UniversityNavi MumbaiIndia
  2. 2.Pillai HOC College of Engineering and Technology, Affiliated to Mumbai UniversityRasayaniIndia

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