Non-fungible tokens (NFTs) have emerged as a transformative innovation in art and technology, relying heavily on social networks for promotion and revenue generation. The value of NFTs is profoundly influenced by their scarcity, rarity, and unique breeding mechanisms, which present novel challenges for viral marketing strategies. In this paper, we introduce a new research problem of NFT Revenue Maximization (NRM), which focuses on maximizing revenue from the perspective of NFT marketplaces by optimally selecting users for viral marketing campaigns (NFT airdrops) and determining the ideal quantities of NFTs to release. We prove the hardness of NRM and propose an approximation algorithm named Quantity and Offspring-Oriented Airdrops (QOOA). Our algorithm leverages the concepts of Scarcity-Conscious Revenue and Valuation-based Quantity Inequality to prune suboptimal airdrops and quantities at an early stage. To further enhance revenue through NFT breeding, QOOA identifies and incentivizes Rare Trait Collectors to acquire multiple NFTs with rare traits, facilitating the breeding of high-value offspring. Experimental results demonstrate that QOOA significantly outperforms baselines, achieving up to 3.8 times higher revenue in large-scale social networks.

Community detection is a cornerstone problem in social network analysis (SNA), aimed at identifying cohesive communities with minimal external links. However, the rise of generative AI and Metaverse introduce complexities by creating hybrid human-AI social networks (denoted by HASNs), where traditional methods fall short, especially in human-centric settings. This paper introduces a novel community detection problem in HASNs (denoted by MetaCD), which seeks to enhance human connectivity within communities while reducing the presence of AI nodes. Effective processing of MetaCD poses challenges due to the delicate trade-off between excluding certain AI nodes and maintaining community structure. To address this, we propose CUSA, an innovative framework incorporating AI-aware clustering techniques that navigate this trade-off by selectively retaining AI nodes that contribute to community integrity. Furthermore, given the scarcity of real-world HASNs, we devise four strategies for synthesizing these networks under various hypothetical scenarios. Empirical evaluations on real social networks, reconfigured as HASNs, demonstrate the effectiveness and practicality of our approach compared to traditional non-deep learning and graph neural network (GNN)-based methods.

In this paper, we address the problem of revenue maximization (RM) for multi-grade products in social networks by considering pricing, seed selection, and coupon distribution. Previous works on RM often focus on a single product and neglect the use of coupons for promotion. We propose a new optimization problem,Revenue Maximization of Multi-Grade Product(RMMGP), to simultaneously determine pricing, seed selection, and coupon distribution for multi-grade products with both promotional and competitive relationships between grades in order to maximize revenue through viral marketing. We prove the hardness and inapproximability of RMMGP and show that the revenue function is not monotone or submodular. To solve RMMGP, we design an approximation algorithm, namelyData-Dependent Revenue Maximization (DDRM), and propose thePricing-Seeding-Coupon allocation (PriSCa)algorithm, which uses the concepts of Worth Receiving Probability, Pricing-Promotion Alternating Framework, and Independent/Holistic Customer-Grade Determinant sets. Our experiments on real social networks, using valuation distributions from Amazon.com, demonstrate that PriSCa and DDRM achieve on average 1.5 times higher revenue than state-of-the-art approaches. Additionally, PriSCa is efficient and scalable on large datasets.

Recent pandemics, such as H1N1 and COVID-19, have had extensive negative effects on the social and economic well-being of communities. Despite efforts to prevent and control their spread, governments have turned to a strategy of Living With the Virus to manage, rather than eliminate, the impact of these pandemics. However, group activities such as collaborative spatial crowdsourcing can still lead to the significant spread of infection due to the correlation between individuals’ mobility, interactions, and infection spread. In this paper, we address the problem of spatial crowdsourcing-induced infection spread and propose Epidemic-aware Maximum Task Assignment (EMTA). EMTA aims to form and assign collaborative worker groups to spatial crowdsourcing tasks while taking into consideration the control of epidemic spread. We prove that EMTA is NP-hard and inapproximable. We then propose the Epidemic-aware Task Assignment Algorithm (ETAA) that leverages epidemic characteristics to fully address EMTA. The experimental results from real LBSN and real epidemic datasets demonstrate that the proposed algorithm outperforms the state-of-the-art baselines in terms of effectiveness and efficiency.

When spreading information over social networks, seeding algorithms selecting users to start the dissemination play a crucial role. The majority of existing seeding algorithms focus solely on maximizing the total number of reached nodes, overlooking the issue of group fairness, in particular, gender imbalance. To tackle the challenge of maximizing information spread on certain target groups, e.g., females, we introduce the concept of the community and gender-aware potential of users. We first show that the network's community structure is closely related to the gender distribution. Then, we propose an algorithm that leverages the information about community structure and its gender potential to iteratively modify a seed set such that the information spread on the target group meets the target ratio. Finally, we validate the algorithm by performing experiments on synthetic and real-world datasets. Our results show that the proposed seeding algorithm achieves not only the target ratio but also the highest information spread, compared to the state-of-the-art gender-aware seeding algorithm.

The potential impact of epidemics, e.g., COVID-19, H1N1, and SARS, is severe on public health, the economy, education, and society. Before effective treatments are available and vaccines are fully deployed, combining Non-Pharmaceutical Interventions (NPIs) and vaccination strategies is the main approaches to contain the epidemic or live with the virus. Therefore, research for deciding the best containment operations to contain the epidemic based on various objectives and concerns is much needed. In this paper, we formulate the problem of Containment Operation Optimization Design (COOD) that optimizes the epidemic containment by carefully analyzing contacts between individuals. We prove the hardness of COOD and propose an approximation algorithm, named Multi-Type Action Scheduling (MTAS), with the ideas of Infected Ratio, Contact Risk, and Severity Score to select and schedule appropriate actions that implement NPIs and allocate vaccines for different groups of people. We evaluate MTAS on real epidemic data of a population with real contacts and compare it against existing approaches in epidemic and misinformation containment. Experimental results demonstrate that MTAS improves at least 200% over the baselines in the test case of sustaining public health and the economy. Moreover, the applicability of MTAS to various epidemics of different dynamics is demonstrated, i.e., MTAS can effectively slow down the peak and reduce the number of infected individuals at the peak.

Epidemics such as COVID-19, SARS, H1N1 have highly transmissible viruses and spread wildly through the population with negative consequences. Multiple studies have shown the correlation between the contact networks between individuals and the transmission of infections due to contact between colocated individuals. To mitigate the transmission of the virus, intervention measures have been applied without decisive success. Therefore, reducing transmissions through suitable epidemicaware POI recommendations to users is necessary to cope with user mobility. Current POI recommendation approaches do not take into consideration the transmission of infections between co-located users. In this paper, we formulate a new query named Epidemic-aware POI Recommendation Query (EPQ), to timely recommend a set of POIs to users at different time steps, while considering the spread of infection between co-located users, their social friendships, and their preference. We prove that EPQ is NP-hard and propose an effective and efficient algorithm, Epidemic-aware POI Recommendation (EpRec) to tackle EPQ. We evaluate EpRec on existing location-based social networks and pandemic datasets against state-of-the-art algorithms. The experimental results show that EpRec outperforms the baselines in effectiveness and efficiency.

Online social networks have become a crucial medium to disseminate the latest political, commercial, and social information. Users with high visibility are often selected as seeds to spread information and affect their adoption in target groups. We study how gender differences and similarities can impact the information spreading process. Using a large-scale Instagram dataset and a small-scale Facebook dataset, we first conduct a multi-faceted analysis taking the interaction type, directionality and frequency into account. To this end, we explore a variety of existing and new single and multihop centrality measures. Our analysis unveils that males and females interact differently depending on the interaction types, e.g., likes or comments, and they feature different support and promotion patterns. We complement prior work showing that females do not reach top visibility (often referred to as the glass ceiling effect) jointly factoring in the connectivity and interaction intensity, both of which were previously mainly discussed independently.

Viral marketing on social networks, also known as Influence Maximization (IM), aims to select k users for the promotion of a target item by maximizing the total spread of their influence. However, most previous works on IM do not explore the dynamic user perception of promoted items in the process. In this paper, by exploiting the knowledge graph (KG) to capture dynamic user perception, we formulate the problem of Influence Maximization based on Dynamic Personal Perception (IMDPP) that considers user preferences and social influence reflecting the impact of relevant item adoptions. We prove the hardness of IMDPP and design an approximation algorithm, named Dynamic perception for seeding in target markets (Dysim), by exploring the concepts of dynamic reachability, target markets, and substantial influence to select and promote a sequence of relevant items. We evaluate the performance of Dysim in comparison with the state-of-the-art approaches using real social networks with real KGs. The experimental results show that Dysim effectively achieves at least 6 times of influence spread in large datasets over the state-of-the-art approaches.

The problem of revenue maximization, which aims at earning the highest revenue by properly pricing the product and/or seeding customers, is an important issue about utilizing the social influences. In this paper, we are interested in the marketing of the multi-grade product, where the different grades of a product from a company, such as iPhone 8, iPhone 8 Plus, and iPhone X, have both competitive and promotional relationships. For the study, a new diffusion model named MuG-IC (Multi-Grade IC) is first proposed based on the IC and the concave graph models to describe the phenomena of social influences regarding the multi-grade product. Afterwards, we then study the revenue maximization upon the MuG-IC and solve the problem by designing a novel algorithm named PS (Pricing-Seeding). The PS algorithm can give proper suggestions of pricing each grade of the product and seeding customers by tuning the suggestions in an iterative manner. The experiments conducted on the real network structure with simulated valuation distributions from Amazon.com demonstrate the effectiveness of the proposed algorithm.

As the social networking websites arise, the social network has become an important vehicle for sharing information and exerting influences. For the widespread utilization of social influences, a lot of works such as influence maximization and innovation promotion have been studied on various diffusion models. However, to the best of our knowledge, none of the existing works has incorporated the interplay between the intensity of interest and influence strength, which has been widely observed in social sciences, into the diffusion model. To fulfill this gap, in this paper, we propose the ID model that is able to capture the dynamic influence strength owing to the interplay. Under this ID model, we address the novel utilization of dynamic influence strength for personalized promotion to grow the intensity of a target individual's interest in an issue. In particular, to have the cost of promotion minimized, we introduce a novel Algorithm ISES to search for the least number of individuals as seeds in the promotion strategy. The ISES algorithm is able to identify the cost-effective solution by adopting the backtracking search and employing pruning strategies. On the real dataset of DBLP, the experiments demonstrate the effectiveness of ISES.

Recently the influence maximization problem has received much attention for its applications on viral marketing and product promotions. However, such influence maximization problems have not taken into account the monetary effect on the purchasing decision of individuals. To fulfill this gap, in this paper, we aim for maximizing the revenue by considering the quantity constraint on the promoted commodity. For this problem, we not only identify a proper small group of individuals as seeds for promotion but also determine the pricing of the commodity. To tackle the revenue maximization problem, we first introduce a strategic searching algorithm, referred to as Algorithm PRUB, which is able to derive the optimal solutions. After that, we further modify PRUB to propose a heuristic, Algorithm PRUB+IF, for obtaining feasible solutions more efficiently on larger instances. Experiments on real social networks with different valuation distributions demonstrate the effectiveness of PRUB and PRUB+IF.