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ERIC Number: ED548955
Record Type: Non-Journal
Publication Date: 2012
Pages: 172
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-2677-3963-6
Spatial and Social Diffusion of Information and Influence: Models and Algorithms
Doo, Myungcheol
ProQuest LLC, Ph.D. Dissertation, Georgia Institute of Technology
In this dissertation research, we argue that spatial alarms and activity-based social networks are two fundamentally new types of information and influence diffusion channels. Such new channels have the potential of enriching our professional experiences and our personal life quality in many unprecedented ways. First, we develop an activity driven and self-configurable social influence model and a suite of computational algorithms to compute and rank social network nodes in terms of activity-based influence diffusion over social network topologies. By activity driven we mean that the real impact of social influence and the speed of such influence propagation should be computed based on the type, the amount and the time window of the activities performed by a social network node in addition to its social connectivity (social network topology). By self-configurable we mean that the diffusion efficiency and effectiveness are dynamically adapted based on the settings and tunings of multiple spatial and social parameters such as diffusion context, diffusion location, diffusion rate, diffusion energy (heat), diffusion coverage and diffusion incentives (e.g., reward points), to name a few. We evaluate our approach through datasets collected from Facebook, Epinions, and DBLP datasets. Our experimental results show that our activity based social influence model outperforms existing topologybased social influence model in terms of effectiveness and quality with respect to influence ranking and influence coverage computation. Second, we further enhance our activity based social influence model along two dimensions. At first, we use a probabilistic diffusion model to capture the intrinsic properties of social influence such that nodes in a social network may have the choice of whether to participate in a social influence propagation process. We examine threshold based approach and independent probabilistic cascade based approach to determine whether a node is active or inactive in each round of influence diffusion. Secondly, we introduce incentives using multi-scale reward points, which are popularly used in many business settings. We then examine the effectiveness of reward points based incentives in stimulating the diffusion of social influences. We show that given a set of incentives, some active nodes may become more active whereas some inactive nodes may become active. Such dynamics changes the composition of the top-k influential nodes computed by activity-based social influence model. We make several interesting observations: First, popular users who are high degree nodes and have many friends are not necessarily influential in terms of spawning new activities or spreading ideas and information. Second, most influential users are more active in terms of their participation in the social activities and interactions with their friends in the social network. Third, multi-scale reward points based incentives can be effective to both inactive nodes and active nodes. Third, we introduce spatial alarms as the basic building blocks for location-dependent information sharing and influence diffusion. People can share and disseminate their location based experiences and points of interest to their friends and colleagues in the form of spatial alarms. Spatial alarms are triggered and delivered to the intended subscribers only when the subscribers move into the designated geographical vicinity of the spatial alarms, enabling delivering and sharing of relevant information and experience at the right location and the right time with the right subscribers. We studied how to use locality filters and subscriber filers to enhance the spatial alarm processing using traditional spatial indexing techniques. In addition, we develop a fast spatial alarm indexing structure and algorithms, called Mondrian Tree, and demonstrate that the Mondrian tree enabled spatial alarm system can significantly outperform existing spatial indexing based solutions such as R-tree, k-d tree, Quadtree. (Abstract shortened by UMI.). [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A