The Research On The Influence Maximization Of Game Equilibrium For Competitive Information Propagation In Social Networks

In real life, marketing plays a vital role in the commodity economy and business management philosophy. It’s important for an enterprise or even individuals that how to sell out of commodity more in order to achieve maximum economic profit. With the rapid development and popularization of Web 2.0 technology, different types of online social networks constantly spring up. People are increasingly interested in the use of online social networking platform for information release and interaction, social networking platform has therefore become an important channel for business marketing, information supervision. In the mobile Internet era, research on the influence maximization is quite imporatant for online marketing, public opinion guidance, information supervision. In marketing, in order to promote a product, how to effectively choose the most influential customers as marketing target to influence others with limited money, with “viral marketing” and “word-of-mouth” ways to achive maximum economic profit, is important research content. In the social network information transmission, the earliest and most classic models are SI、SIS and SIR infectious diseases spreading models. The issue of maximizing the impact of social networking is raised by Richardson and Domingos, in various effects models, the mostly studied models are linear threshold model and independent cascade model. Most of the existing researches are models extended from these two models, and the efficiency of the algorithm, influence range based on single information are mostly studied, there are less research on multi-information competition influence maximization.In this paper, for there are less research on multi-information competition influence maximization, studies on the influence of nodes are done, and for the first time, a product competition balance maximization algorithm which has cost control mechanism in social networks is proposed. The main contents of this paper include:1. For weighted social network, studies are done on linear threshold model, with the information competition propagation background, an improved weighted competitive linear threshold model is proposed, meanwhile, studies are also done on the nodes influence evaluation methods, the traditional method which is based on degree centrality is improved, and an effective nodes influence evaluation method which is better for weighted social networks is proposed.2. For the actual marketing scenario, a cost-control mechanism is introduced, in order to simulate the situation that two products compete to maximize their own profits rather than defeat the rival and finally there is a competition balance, an influence competition balance algorithm with cost-control is proposed.3. Based on SIR model, analyze the effective nodes influence evaluation method compared to the traditional methods, and the effectiveness of the effective nodes influence evaluation method which is based on degree centrality is verified. Through experiment, a small-world model is built to simulate the competition progress with the algorithm, and the rationality of the problem model and algorithm is verified, showing a new idea for the design of product marketing influence propagation algorithm in social networks, which is of important and practical significance.