Targeted Influence with Community and Gender-Aware Seeding

MacIej Styczen, Bing Jyue Chen, Ya Wen Teng, Yvonne Anne Pignolet, Lydia Chen, De Nian Yang

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review


When spreading information over social networks, seeding algorithms selecting users to start the dissemination play a crucial role. The majority of existing seeding algorithms focus solely on maximizing the total number of reached nodes, overlooking the issue of group fairness, in particular, gender imbalance. To tackle the challenge of maximizing information spread on certain target groups, e.g., females, we introduce the concept of the community and gender-aware potential of users. We first show that the network's community structure is closely related to the gender distribution. Then, we propose an algorithm that leverages the information about community structure and its gender potential to iteratively modify a seed set such that the information spread on the target group meets the target ratio. Finally, we validate the algorithm by performing experiments on synthetic and real-world datasets. Our results show that the proposed seeding algorithm achieves not only the target ratio but also the highest information spread, compared to the state-of-the-art gender-aware seeding algorithm.

Original languageEnglish
Title of host publicationCIKM 2022 - Proceedings of the 31st ACM International Conference on Information and Knowledge Management
PublisherAssociation for Computing Machinery (ACM)
Number of pages5
ISBN (Electronic)978-1-4503-9236-5
Publication statusPublished - 2022
Event31st ACM International Conference on Information and Knowledge Management, CIKM 2022 - Atlanta, United States
Duration: 17 Oct 202221 Oct 2022

Publication series

NameInternational Conference on Information and Knowledge Management, Proceedings


Conference31st ACM International Conference on Information and Knowledge Management, CIKM 2022
Country/TerritoryUnited States

Bibliographical note

Green Open Access added to TU Delft Institutional Repository ‘You share, we take care!’ – Taverne project
Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.


  • fairness
  • influence maximization
  • social networks


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