Fair Influence Maximization in Large-scale Social Networks Based on Attribute-aware Reverse Influence Sampling

Abstract

Influence maximization is the problem of finding a set of seed nodes in the network that maximizes the influence spread, which has become an important topic in social network analysis. Conventional influence maximization algorithms cause “unfair" influence spread among different groups in the population, which could lead to severe bias in public opinion dissemination and viral marketing. To address this issue, we formulate the fair influence maximization problem concerning the trade-off between influence maximization and group fairness. For the purpose of solving the fair influence maximization problem in large-scale social networks efficiently, we propose a novel attribute-based reverse influence sampling (ABRIS) framework. This framework intends to estimate influence in specific groups with guarantee through an attribute-based hypergraph so that we can select seed nodes strategically. Therefore, under the ABRIS framework, we design two different node selection algorithms, ABRIS-G and ABRIS-T. ABRIS-G selects nodes in a greedy scheduling way. ABRIS-T adopts a two-phase node selection method. These algorithms run efficiently and achieve a good trade-off between influence maximization and group fairness. Extensive experiments on six real-world social networks show that our algorithms significantly outperform the state-of-the-art approaches. This article appears in the AI & Society track.