Identification of multi-spreader users in social networks for viral marketing

Identifying high spreading power nodes is an interesting problem in social networks. Finding super spreader nodes becomes an arduous task when the nodes appear in large numbers, and the number of existing links becomes enormous among them. One of the methods that is used for identifying the nodes is to rank them based on k-shell decomposition. Nevertheless, one of the disadvantages of this method is that it assigns the same rank to the nodes of a shell. Another disadvantage of this method is that only one indicator is fairly used to rank the nodes. k-Shell is an approach that is used for ranking separate spreaders, yet it does not have enough efficiency when a group of nodes with maximum spreading needs to be selected; therefore, this method, alone, does not have enough efficiency. Accordingly, in this study a hybrid method is presented to identify the super spreaders based on k-shell measure. Afterwards, a suitable method is presented to select a group of superior nodes in order to maximize the spread of influence. Experimental results on seven complex networks show that our proposed methods outperforms other well-known measures and represents comparatively more accurate performance in identifying the super spreader nodes.