Local structure can identify and quantify influential global spreaders in large scale social networks

DOI10.1073/PNAS.1710547115MaRDI QIDQ4967448zbMATH OpenOpenAlexWikidataFDO

Authors Yanqing Hu, Shenggong Ji, Yuliang Jin, Ling Feng, H. Eugene Stanley, Shlomo Havlin

Publication date 3 July 2019

Published in Proceedings of the National Academy of Sciences (Search for Journal in Brave)

Full work available at URL https://arxiv.org/abs/1509.03484

Mathematics Subject Classification ID

Classification and discrimination; cluster analysis (statistical aspects) (62H30) Interacting random processes; statistical mechanics type models; percolation theory (60K35) Applications of design theory to circuits and networks (94C30)

Abstract: Measuring and optimizing the influence of nodes in big-data online social networks are important for many practical applications, such as the viral marketing and the adoption of new products. As the viral spreading on social network is a global process, it is commonly believed that measuring the influence of nodes inevitably requires the knowledge of the entire network. Employing percolation theory, we show that the spreading process displays a nucleation behavior: once a piece of information spread from the seeds to more than a small characteristic number of nodes, it reaches a point of no return and will quickly reach the percolation cluster, regardless of the entire network structure, otherwise the spreading will be contained locally. Thus, we find that, without the knowledge of entire network, any nodes' global influence can be accurately measured using this characteristic number, which is independent of the network size. This motivates an efficient algorithm with constant time complexity on the long standing problem of best seed spreaders selection, with performance remarkably close to the true optimum.

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