Agglomerative clustering enhanced GA for optimal seed selection in online social networks

Abstract

Purpose

The social media revolution has brought tremendous change in business strategies for marketing and promoting the products and services. Online social networks have become prime choice to promote the products because of the large size of online communities. Identification of seed nodes or identifying the users who are able to maximize the spread of information over the network is the key challenge faced by organizations. It is proved as non-deterministic polynomial-time hard problem. The purpose of this paper is to design an efficient algorithm for optimal seed selection to cover the online social network as much as possible to maximize the influence. In this approach, agglomerative clustering is used to generate the initial population of seed nodes for GA.

Design/methodology/approach

In this paper agglomerative clustering based approach is proposed to generate the initial population of seed nodes for GA. This approach helps in creating the initial populations of Genetic algorithm from different parts of the network. Genetic algorithm evolves this population and aids in generating the best seed nodes in the network.

Findings

The performance of of proposed approach is assessed with respect to existing seed selection approaches like k-medoid, k-means, general greedy, random, discounted degree and high degree. The algorithms are compared over networks data sets with varying out-degree ratio. Experiments reveal that the proposed approach is able to improve the spread of influence by 35% as compared to contemporary techniques.

Originality/value

This paper is original contribution. The agglomerative clustering-based GA for optimal seed selection is developed to improve the spread of influence in online social networks. This paper is of immense importance for viral marketing and the organizations willing to promote product or services online via influential personalities.

Citation

Mehta, S. (2022), "Agglomerative clustering enhanced GA for optimal seed selection in online social networks", International Journal of Web Information Systems, Vol. 18 No. 5/6, pp. 342-355. https://doi.org/10.1108/IJWIS-02-2022-0042