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

شیخ احمدی, سیدادیب; شیخ احمدی, سید امیر; محمدی مجد, شهناز

doi:10.22052/scj.2022.243233.1019

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.

10.22052/scj.2022.243233.1019

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]

Identify nodes with high spreader power in social networks by considering the 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 found a significant place in society. The large number of users of these networks and the high volume of data that is exchanged through these networks daily have made these networks a good opportunity for advertising companies. Due to the budget constraints, companies are forced to select only a limited number of users to begin the propagation process. In order to be successful in advertising and informing the majority of the community, the selected collection must be selected among influential people. Many studies have addressed the issue of selecting the optimal subset of influential people. But in the majority of them, it is assumed that the influence between people is positive and the negative influence of people on each other is not considered. Therefore, in this study, a method proposed for selecting the optimal subset of influential people according to the positive and negative influences between individuals. In the proposed method, first for each member of the community, a set of positive and negative influences of one and two steps is obtained. Then, using multi-criteria decision making method, a method for selecting the best people is presented. The Wikipedia data set was used for the evaluations. The results obtained for the spreading power of the set selected by the proposed method and other methods indicate that although in some cases some methods have more positive propagation than the proposed method, but the proposed method in all Scenarios has a much better performance in terms of negative emission.

کلیدواژه‌ها [English]

Influential nodes
Spread power measurement
influence propagation
social networks
positive and negative influence

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