TY - GEN
T1 - Privacy preserving estimation of social influence
AU - Tassa, Tamir
AU - Bonchi, Francesco
PY - 2014/1/1
Y1 - 2014/1/1
N2 - Exploiting word-of-mouth effect to create viral cascades in social networks is a very appealing possibility from the marketing standpoint. However, in order to set up an effective viral marketing campaign, one has first to accurately estimate social influence. This is usually done by analyzing user activity data. As we point out in this paper, the data analysis and sharing that is needed to estimate social influence raises important privacy issues that may jeopardize the legal, ethical and societal acceptability of such practice, and in turn, the concrete applicability of viral marketing in the real world. In this paper we devise secure multiparty protocols that allow a group of service providers and a social networking platform to jointly compute social influence, in a privacy preserving manner.
AB - Exploiting word-of-mouth effect to create viral cascades in social networks is a very appealing possibility from the marketing standpoint. However, in order to set up an effective viral marketing campaign, one has first to accurately estimate social influence. This is usually done by analyzing user activity data. As we point out in this paper, the data analysis and sharing that is needed to estimate social influence raises important privacy issues that may jeopardize the legal, ethical and societal acceptability of such practice, and in turn, the concrete applicability of viral marketing in the real world. In this paper we devise secure multiparty protocols that allow a group of service providers and a social networking platform to jointly compute social influence, in a privacy preserving manner.
UR - http://www.scopus.com/inward/record.url?scp=84949851161&partnerID=8YFLogxK
U2 - 10.5441/002/edbt.2014.50
DO - 10.5441/002/edbt.2014.50
M3 - Conference contribution
AN - SCOPUS:84949851161
T3 - Advances in Database Technology - EDBT 2014: 17th International Conference on Extending Database Technology, Proceedings
SP - 559
EP - 570
BT - Advances in Database Technology - EDBT 2014
A2 - Leroy, Vincent
A2 - Christophides, Vassilis
A2 - Christophides, Vassilis
A2 - Idreos, Stratos
A2 - Kementsietsidis, Anastasios
A2 - Garofalakis, Minos
A2 - Amer-Yahia, Sihem
PB - OpenProceedings.org, University of Konstanz, University Library
T2 - 17th International Conference on Extending Database Technology, EDBT 2014
Y2 - 24 March 2014 through 28 March 2014
ER -