University of British Columbia
Influence maximization is the problem of finding a set of influential users in a social network such that the expected spread of influence under a certain propagation model is maximized. Much of the previous work has neglected the important distinction between social influence and actual product adoption. However, as recognized in the management science literature, an individual who gets influenced by social acquaintances may not necessarily adopt a product (or technology), due, e.g., to monetary concerns. In this paper, the authors distinguish between influence and adoption by explicitly modeling the states of being influenced and of adopting a product.