A cost-effective seed selection model for multi-constraint influence maximization in social networks

Abstract

The Influence Maximization (IM) problem aims to maximize the diffusion of information or adoption of products among users within a social network by identifying and activating a set of initial users. It is not unrealistic to have a higher activation cost for more influential users in real-life applications. However, existing works on IM focus solely on finding the most influential users as the seed set, without considering either the activation costs of individual nodes and the total budget or the size of the seed set. This oversight may lead to infeasible solutions, particularly from financial and managerial perspectives, respectively. To address these issues, we propose a more realistic and generalized formulation called Multi-Constraint Influence Maximization (MCIM) to achieve a cost-effective solution under both budgetary and cardinality constraints. The MCIM model allows for variable-length solutions, necessitating the exclusion of seed nodes from the influence spread estimation. Consequently, unlike existing IM formulations, the spread function under the MCIM model is no longer monotonic but submodular. As it has also been proven to be an NP-hard problem, we propose a Simple Additive Weighting (SAW)-assisted Differential Evolution (DE) algorithm for solving large-size real-world IM problems. Experimental results on four datasets demonstrate the effectiveness of the proposed formulation and algorithm in finding optimal and cost-effective solutions.