شناسایی گره‌های با قدرت انتشار بالا در شبکه‌های اجتماعی با در نظر گرفتن وزن‌های تاثیر مثبت و منفی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مهندسی کامپیوتر، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.

2 گروه ریاضی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران.

چکیده

شبکه‌های اجتماعی جایگاه قابل توجهی را در میان جامعه پیدا کرده‌اند. تعداد زیاد کاربران این شبکه‌ها و حجم بالای داده‌هایی که روزانه از طریق این شبکه‌ها رد و بدل می‌شود، این شبکه‌ها را به یک فرصت مناسب برای انتشار تبلیغات شرکت‌های تجاری تبدیل کرده است. با توجه به محدودیت‌های بودجه، شرکت‌ها ناچار هستند تنها مجموعه محدودی از کاربران را جهت شروع فرآیند انتشار انتخاب کنند. برای موفقیت در انتشار تبلیغات و مطلع شدن اکثریت افراد جامعه، مجموعه انتخاب شده باید از بین افراد تاثیرگذار انتخاب شوند. تحقیقات زیادی به مساله انتخاب زیرمجموعه بهینه از افراد تاثیرگذار پرداخته‌اند اما در اکثریت آنها فرض شده است که تاثیر بین افراد از نوع مثبت است و به تاثیر منفی افراد بر یکدیگر توجه نشده است. بنابراین، در این پژوهش تلاش می‌شود تا روشی برای انتخاب زیرمجموعه بهینه از افراد تاثیرگذار با توجه به تاثیرهای مثبت و منفی بین افراد ارائه شود. در روش پیشنهادی، ابتدا برای هریک از افراد جامعه، مجموعه تاثیرهای مثبت و منفی یک و دو گامی او بدست می‌آید؛ سپس به کمک روش تصمیم‌گیری چندمعیاره روشی برای انتخاب افراد برتر ارائه می‌شود. برای ارزیابی‌های انجام شده از مجموعه داده ویکی‌پدیا استفاده شده است. نتایج بدست آمده برای میزان قدرت انتشار مجموعه انتخاب شده توسط روش پیشنهادی و سایر روش‌ها بیانگر آن است که علی‌رغم آنکه در برخی از شرایط تعدادی از روش‌ها از انتشار مثبت بیشتری نسبت به روش پیشنهادی برخوردار هستند اما روش پیشنهادی در تمام حالات از نظر انتشار منفی از عملکرد بسیار مطلوب‌تری برخوردار است.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying nodes with high spreader power in social networks by considering positive and negative influence weights

نویسندگان [English]

  • Seyed Adib Sheikhahmadi 1
  • Seyed Amir Sheikhahmadi 1
  • Shanaz Mohamadimajd 2
1 Department of Computer Engineering, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
2 Department of Mathematics, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
چکیده [English]

Social networks have gained significant importance in society. The high number of users and the large volume of data exchanged daily through these networks have turned them into a suitable opportunity for commercial advertising. However, due to budget limitations, companies are forced to select only a limited set of users to start their propagation process. To succeed in spreading advertisements and informing the majority of the community, the selected collection must include influential individuals. Many studies have focused on selecting an optimal subset of influential individuals, but most of them have assumed that the influence between individuals is positive and have not considered the negative influence of individuals on each other. Therefore, this paper proposes a method for selecting an optimal subset of influential individuals considering both positive and negative influences between individuals. In the proposed method, the set of positive and negative influences of one and two steps for each individual is obtained. Then, a multi-criteria decision-making method is used to propose an approach to select the best individuals. The Wikipedia dataset is utilized for evaluations. The obtained results for the spreading power of the selected set indicate that while some methods may have more positive propagation than the proposed method in some cases, the proposed method outperforms other methods in terms of negative emission across all scenarios.

کلیدواژه‌ها [English]

  • Influential nodes؛ Spread power measurement؛ Influence propagation
  • ؛Social networks؛ Positive and negative influence
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