A Hierarchical Generative Embedding Model for Influence Maximization in Attributed Social Networks

Abstract

Nowadays, we use social networks such as Twitter, Facebook, WeChat and Weibo as means to communicate with each other. Social networks have become so indispensable in our everyday life that we cannot imagine what daily life would be like without social networks. Through social networks, we can access friends’ opinions and behaviors easily and are influenced by them in turn. Thus, an effective algorithm to find the top-K influential nodes (the problem of influence maximization) in the social network is critical for various downstream tasks such as viral marketing, anticipating natural hazards, reducing gang violence, public opinion supervision, etc. Solving the problem of influence maximization in real-world propagation scenarios often involves estimating influence strength (influence probability between two nodes), which cannot be observed directly. To estimate influence strength, conventional approaches propose various humanly devised rules to extract features of user interactions, the effectiveness of which heavily depends on domain expert knowledge. Besides, they are often applicable for special scenarios or specific diffusion models. Consequently, they are difficult to generalize into different scenarios and diffusion models. Inspired by the powerful ability of neural networks in the field of representation learning, we designed a hierarchical generative embedding model (HGE) to map nodes into latent space automatically. Then, with the learned latent representation of each node, we proposed a HGE-GA algorithm to predict influence strength and compute the top-K influential nodes. Extensive experiments on real-world attributed networks demonstrate the outstanding superiority of the proposed HGE model and HGE-GA algorithm compared with the state-of-the-art methods, verifying the effectiveness of the proposed model and algorithm.