Preference Aware Influence Maximization

With the development of social network, online marketing has become more popular and developed in an unprecedented scale. Viral marketing propagates influence through ‘word-of-mouth’ effect. As for development of viral marketing, it is critical to select a set of influential users in the network to propagate influence as much as possible with limited resources. In this chapter, we proposed a model called Preference-based Trust Independent Cascade Model. Based on the experimental results, the Preference-based Trust Independent Cascade Model is able to obtain better results than some traditional models. Comparing with other existing methods, such as trust-only approach and random selection approach, the proposed Preference-based Trust Independent Cascade Model considers both user preference and trust connectivity.