| Author: | Leung, Yee Hoi |
| Title: | Persuasion driven influence propagation in social networks |
| Degree: | M.Sc. |
| Year: | 2014 |
| Subject: | Online social networks. Social media. Digital communications -- Social aspects. Internet -- Social aspects. Social influence. Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Computing |
| Pages: | ix, 60 leaves : illustrations ; 30 cm |
| Language: | English |
| Abstract: | With the explosive growth of online social network services such as Facebook and Twitter, people now are providing ample opportunities to share information, ideas, and innovations among others. Studying social influence and information diffusion in online social networks can be extremely useful for various real-life applications, notably influencer marketing and viral marketing. Influence maximization problem, motivated by viral marketing applications, has received extensive attentions from social network analysis community in recent years. The goal of the problem is to find a small set of k seed nodes in a social network that maximize the influence spread under certain influence propagation models. Based on the widely adopted Independent Cascade model, a Persuasiveness Aware Cascade (PAC) model which considers social persuasion in influence propagation is proposed. In this model, the user-to-user influence probability is estimated by three types of social persuasion, namely, tie strength, peer conformity, and authority. Experiments conducted over real-world social networks suggest that he proposed model with the new social persuasion measures is more effective in describing real-world influence propagation than the well-studied propagation models for influence maximization. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b27577223.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.52 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/7539