Targeted influence maximization in complex networks

Abstract

Many real-world applications based on spreading processes in complex networks aim to deliver information to specific target nodes. However, it remains challenging to optimally select a set of spreaders to initiate the spreading process. In this paper, we study the targeted influence maximization problem using a susceptible-infected-recovered (SIR) model as an example. Formulated as a combinatorial optimization, the objective is to identify a given number of spreaders that can maximize the influence over target nodes while minimize the influence over non-target nodes. To find a practical solution to this optimization problem, we develop a theoretical framework based on a message passing process and perform a stability analysis on the equilibrium solution using non-backtracking (NB) matrices. We propose that the spreaders can be selected by imposing optimal perturbation on the equilibrium solution for the subgraph consisting of the target nodes and their multi-step nearest neighbors while avoiding such perturbation on the complement graph that excludes target nodes from the original network. We further introduce a metric, termed targeted collective influence, for each node to identify influential spreaders for targeted spreading processes. The proposed method, validated in both synthetic and real-world networks, outperforms other competing heuristic approaches. Our results provide a framework for analyzing the targeted influence maximization problem and a practical method to identify spreaders in real-world applications.