Best Bang for the Buck: Cost-Effective Seed Selection for Online Social Networks

Abstract

We study the min-cost seed selection problem in online social networks for viral marketing, where the goal is to select a set of seed nodes with the minimum total cost such that the expected number of influenced nodes in the network exceeds a predefined threshold. We propose several algorithms that outperform the previous studies both on the theoretical approximation ratio and on the experimental performance. In the case where the nodes have heterogeneous costs, our algorithms are the first bi-criteria approximation algorithms with polynomial running time and provable approximation ratio. In the case where the users have uniform costs, our algorithms achieve logarithmic approximation ratio and provable time complexity which is smaller than that of the existing algorithms in orders of magnitude. We conduct extensive experiments using real social networks. The experimental results show that, our algorithms significantly outperform the existing algorithms both on the total cost and on the running time, and also scale well to billion-scale networks.