Integrating Group Consensus for Competitive Influence Maximization in OSNs

In online social networks (OSNs), people usually join groups for communication. Information diffusion often occurs with some cost, either between individuals or within/among groups; and different opinions may compete with each other. The groups can make decisions based on the majority of the group members. This type of group consensus is common in group activities. However, existing research on maximization of competitive influence often neglects the effects of group consensus. To this end, we introduce the process of group consensus reaching in influence maximization and propose a novel Group consensus-based Competitive Linear Threshold (GCLT) propagation model; then we study the Budgeted Competitive Influence Maximization (BCIM) problem under the GCLT model. We reveal that the problem is NP-hard, and the objective function is proven to be neither submodular nor supermodular. To this end, we construct an equivalent Group consensus-based Competitive Live-Edge (GCLE) model of GCLT by sampling method. Based on GCLE, develop two submodular functions of the upper and lower bounds. Then, we propose the SBG algorithm by applying the Sandwich Approximation framework for the BCIM problem under the GCLT model. In SBG , we provide an approximate solution to the lower bound and the upper bound by the proposed OPIM-B algorithm. Then, we select the seed set of solutions that achieves the best influence spread in Monte Carlo simulations. We also propose two strategies to optimize SBG . The experiments on six real social network datasets verify the effectiveness and scalability of our method and validate the impact of group consensus on the competitive influence dissemination process, as well as the importance of considering the process of reaching group consensus.