In this paper, we propose the amphibious in\ufb02uence maximization (AIM) model that combines traditional marketing via content providers and viral marketing to consumers in social networks in a single framework. In AIM, a set of content providers and consumers form a bipartite network while consumers also form their social network, and in\ufb02uence propagates from the content providers to consumers and among consumers in the social network following the independent cascade model. An advertiser needs to select a subset of seed content providers and a subset of seed consumers, such that the in\ufb02uence from the seed providers passing through the seed consumers could reach a large number of consumers in the social network in expectation. We prove that the AIM problem is NP-hard to approximate to within any constant factor via a reduction from Feige\u2019s k-prover proof system for 3-SAT5. We also give evidence that even when the social network graph is trivial (i.e. has no edges), a polynomial time constant factor approximation for AIM is unlikely. However, when we assume that the weighted bi-adjacency matrix that describes the in\ufb02uence of content providers on consumers is of constant rank, a common assumption often used in recommender systems, we provide a polynomial-time algorithm that achieves approximation ratio of (1\u22121\/e\u2212\u03b5)3 for any (polynomially small) \u03b5 > 0. Our algorithmic results still hold for a more general model where cascades in social network follow a general monotone and submodular function.<\/p>\n","protected":false},"excerpt":{"rendered":"
In this paper, we propose the amphibious in\ufb02uence maximization (AIM) model that combines traditional marketing via content providers and viral marketing to consumers in social networks in a single framework. In AIM, a set of content providers and consumers form a bipartite network while consumers also form their social network, and in\ufb02uence propagates from the […]<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"_classifai_error":"","msr-author-ordering":null,"msr_publishername":"","msr_publisher_other":"","msr_booktitle":"","msr_chapter":"","msr_edition":"In Proceedings of the 16th ACM Conference on Economics and Computation (EC'2015), Portland, OR, U.S.A., June 2015.","msr_editors":"","msr_how_published":"","msr_isbn":"","msr_issue":"","msr_journal":"","msr_number":"","msr_organization":"","msr_pages_string":"","msr_page_range_start":"","msr_page_range_end":"","msr_series":"","msr_volume":"","msr_copyright":"","msr_conference_name":"In Proceedings of the 16th ACM Conference on Economics and Computation (EC'2015), Portland, OR, U.S.A., June 2015.","msr_doi":"","msr_arxiv_id":"","msr_s2_paper_id":"","msr_mag_id":"","msr_pubmed_id":"","msr_other_authors":"","msr_other_contributors":"","msr_speaker":"","msr_award":"","msr_affiliation":"","msr_institution":"","msr_host":"","msr_version":"","msr_duration":"","msr_original_fields_of_study":"","msr_release_tracker_id":"","msr_s2_match_type":"","msr_citation_count_updated":"","msr_published_date":"2015-06-15","msr_highlight_text":"","msr_notes":"","msr_longbiography":"","msr_publicationurl":"http:\/\/arxiv.org\/abs\/1507.03328","msr_external_url":"","msr_secondary_video_url":"","msr_conference_url":"","msr_journal_url":"","msr_s2_pdf_url":"","msr_year":0,"msr_citation_count":0,"msr_influential_citations":0,"msr_reference_count":0,"msr_s2_match_confidence":0,"msr_microsoftintellectualproperty":true,"msr_s2_open_access":false,"msr_s2_author_ids":[],"msr_pub_ids":[],"msr_hide_image_in_river":0,"footnotes":""},"msr-research-highlight":[],"research-area":[13561,13548,13559],"msr-publication-type":[193716],"msr-publisher":[],"msr-focus-area":[],"msr-locale":[268875],"msr-post-option":[],"msr-field-of-study":[],"msr-conference":[],"msr-journal":[],"msr-impact-theme":[],"msr-pillar":[],"class_list":["post-246347","msr-research-item","type-msr-research-item","status-publish","hentry","msr-research-area-algorithms","msr-research-area-economics","msr-research-area-social-sciences","msr-locale-en_us"],"msr_publishername":"","msr_edition":"In Proceedings of the 16th ACM Conference on Economics and Computation (EC'2015), Portland, OR, U.S.A., June 2015.","msr_affiliation":"","msr_published_date":"2015-06-15","msr_host":"","msr_duration":"","msr_version":"","msr_speaker":"","msr_other_contributors":"","msr_booktitle":"","msr_pages_string":"","msr_chapter":"","msr_isbn":"","msr_journal":"","msr_volume":"","msr_number":"","msr_editors":"","msr_series":"","msr_issue":"","msr_organization":"","msr_how_published":"","msr_notes":"","msr_highlight_text":"","msr_release_tracker_id":"","msr_original_fields_of_study":"","msr_download_urls":"","msr_external_url":"","msr_secondary_video_url":"","msr_longbiography":"","msr_microsoftintellectualproperty":1,"msr_main_download":"457446","msr_publicationurl":"http:\/\/arxiv.org\/abs\/1507.03328","msr_doi":"","msr_publication_uploader":[{"type":"file","title":"","viewUrl":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-content\/uploads\/2016\/06\/ec15-aim.pdf","id":457446,"label_id":0},{"type":"url","title":"http:\/\/arxiv.org\/abs\/1507.03328","viewUrl":false,"id":false,"label_id":0}],"msr_related_uploader":"","msr_citation_count":0,"msr_citation_count_updated":"","msr_s2_paper_id":"","msr_influential_citations":0,"msr_reference_count":0,"msr_arxiv_id":"","msr_s2_author_ids":[],"msr_s2_open_access":false,"msr_s2_pdf_url":null,"msr_attachments":[{"id":0,"url":"http:\/\/arxiv.org\/abs\/1507.03328"}],"msr-author-ordering":[{"type":"user_nicename","value":"weic","user_id":34795,"rest_url":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/microsoft-research\/v1\/researchers?person=weic"},{"type":"text","value":"Fu Li","user_id":0,"rest_url":false},{"type":"text","value":"Tian Lin","user_id":0,"rest_url":false},{"type":"text","value":"Aviad Rubinstein","user_id":0,"rest_url":false}],"msr_impact_theme":[],"msr_research_lab":[199560],"msr_event":[],"msr_group":[802999],"msr_project":[],"publication":[],"video":[],"msr-tool":[],"msr_publication_type":"inproceedings","related_content":[],"_links":{"self":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item\/246347","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item"}],"about":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/types\/msr-research-item"}],"version-history":[{"count":1,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item\/246347\/revisions"}],"predecessor-version":[{"id":524326,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item\/246347\/revisions\/524326"}],"wp:attachment":[{"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/media?parent=246347"}],"wp:term":[{"taxonomy":"msr-research-highlight","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-research-highlight?post=246347"},{"taxonomy":"msr-research-area","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/research-area?post=246347"},{"taxonomy":"msr-publication-type","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-publication-type?post=246347"},{"taxonomy":"msr-publisher","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-publisher?post=246347"},{"taxonomy":"msr-focus-area","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-focus-area?post=246347"},{"taxonomy":"msr-locale","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-locale?post=246347"},{"taxonomy":"msr-post-option","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-post-option?post=246347"},{"taxonomy":"msr-field-of-study","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-field-of-study?post=246347"},{"taxonomy":"msr-conference","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-conference?post=246347"},{"taxonomy":"msr-journal","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-journal?post=246347"},{"taxonomy":"msr-impact-theme","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-impact-theme?post=246347"},{"taxonomy":"msr-pillar","embeddable":true,"href":"https:\/\/cm-edgetun.pages.dev\/en-us\/research\/wp-json\/wp\/v2\/msr-pillar?post=246347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}