A Review on Influence Dissemination in Social Networks

Abstract

Influence dissemination research is a key issue in information dissemination in social networks. Due to the practical significance of influence analysis in marketing, advertising, personalized recommendation, and public opinion monitoring, researchers have investigated the problem from different perspectives and proposed solutions. In this paper, we review the influence propagation in social networks and conclude that the existing research uses three main approaches, network topology analysis, greedy algorithms, and heuristic algorithms. Also, according to the purpose of the research, we divided the existing literature into three categories, individual influence analysis, community mining, and influence maximization. Finally, based on state-of-the-art research, we unveil current weaknesses and future research directions.

INFLUTRUST: Trust-Based Influencer Marketing Campaigns in Online Social Networks

“…Also, certain individuals, named influencers, within these networks wield substantial influence and enjoy widespread popularity. These influencers have the ability to guide the beliefs and attitudes of their followers, making them highly coveted by brands seeking endorsement for their products within these digital communities [1]. The impact exerted by these influencers on social media significantly shapes the effectiveness of advertising and promotional efforts [2,3].…”