“With a little help from new friends”: Boosting information cascades in social networks based on link injection

We investigate information cascades in the context of viral marketing applications. Recent research has identified that communities in social networks may hinder cascades. To overcome this problem, we propose a novel method for injecting social links in a social network, aiming at boosting the spread of information cascades. Unlike the proposed approach, existing link prediction methods do not consider the optimization of information cascades as an explicit objective. In our proposed method, the injected links are being predicted in a collaborative-filtering fashion, based on factorizing the adjacency matrix that represents the structure of the social network. Our method controls the number of injected links to avoid an “aggressive” injection scheme that may compromise the experience of users. We evaluate the performance of the proposed method by examining real data sets from social networks and several additional factors. Our results indicate that the proposed scheme can boost information cascades in social networks and can operate as a “people recommendations” strategy complementary to currently applied methods that are based on the number of common neighbors (e.g., “friend of friend”) or on the similarity of user profiles.