Privacy preserving estimation of social influence

Tamir Tassa, Francesco Bonchi

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

11 Scopus citations

Abstract

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.

Original languageEnglish
Title of host publicationAdvances in Database Technology - EDBT 2014
Subtitle of host publication17th International Conference on Extending Database Technology, Proceedings
EditorsVincent Leroy, Vassilis Christophides, Vassilis Christophides, Stratos Idreos, Anastasios Kementsietsidis, Minos Garofalakis, Sihem Amer-Yahia
PublisherOpenProceedings.org, University of Konstanz, University Library
Pages559-570
Number of pages12
ISBN (Electronic)9783893180653
DOIs
StatePublished - 1 Jan 2014
Externally publishedYes
Event17th International Conference on Extending Database Technology, EDBT 2014 - Athens, Greece
Duration: 24 Mar 201428 Mar 2014

Publication series

NameAdvances in Database Technology - EDBT 2014: 17th International Conference on Extending Database Technology, Proceedings

Conference

Conference17th International Conference on Extending Database Technology, EDBT 2014
Country/TerritoryGreece
CityAthens
Period24/03/1428/03/14

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