Influence Maximization with Latency Requirements on Social Networks

Targeted marketing strategies are of significant interest in the smartapp economy. Typically, one seeks to identify individuals to strategically target in a social network so that the network is influenced at a minimal cost. In many practical settings, the effects of direct influence predominate, leading to the positive influence dominating set with partial payments (PIDS-PP) problem that we discuss in this paper. The PIDS-PP problem is NP-complete because it generalizes the dominating set problem. We discuss several mixed integer programming formulations for the PIDS-PP problem. First, we describe two compact formulations on the payment space. We then develop a stronger compact extended formulation. We show that when the underlying graph is a tree, this compact extended formulation provides integral solutions for the node selection variables. In conjunction, we describe a polynomial-time dynamic programming algorithm for the PIDS-PP problem on trees. We project the compact extended formulation onto the payment space, providing an equivalently strong formulation that has exponentially many constraints. We present a polynomial time algorithm to solve the associated separation problem. Our computational experience on a test bed of 100 real-world graph instances (with up to approximately 465,000 nodes and 835,000 edges) demonstrates the efficacy of our strongest payment space formulation. It finds solutions that are on average 0.4% from optimality and solves 80 of the 100 instances to optimality.