Optimal strategies for targeted influence in signed networks

Online social communities often exhibit complex relationship structures, ranging from close friends to political rivals. As a result, persons are influenced by their friends and foes differently. Network applications can benefit from accompanying these structural differences in propagation schemes. In this paper, we study the optimal influence propagation policies for networks with positive and negative relationship types. We tackle the problem of minimizing the end-to-end propagation cost of influencing a target person in favor of an idea by utilizing the relationship types in the underlying social graph. The propagation cost is incurred by social and physical network dynamics such as frequency of interaction, the strength of friendship and foe ties, propagation delay or the impact factor of the propagating idea. We extend this problem by incorporating the impact of message deterioration and ignorance. We demonstrate our results in both a controlled environment and the Epinions dataset. Our results show that judicious propagation schemes lead to a significant reduction in the average cost and complexity of influence propagation compared to naïve myopic algorithms.