Viral marketing campaigns target primarily those individuals who are central in social networks and hence have social influence. Marketing events, however, may attract diverse audience. Despite the importance of event marketing, the influence of heterogeneous target groups is not well understood yet. In this paper, we define the Audience Selection (AS) problem in which different sets of agents need to be evaluated and compared based on their social influence. A typical application of Audience selection is choosing locations for a series of marketing events. The Audience selection problem is different from the well-known Influence Maximization (IM) problem in two aspects. Firstly, it deals with sets rather than nodes. Secondly, the sets are diverse, composed by a mixture of influential and ordinary agents. Thus, Audience selection needs to assess the contribution of ordinary agents too, while IM only aims to find top spreaders. We provide a systemic test for ranking influence measures in the Audience Selection problem based on node sampling and on a novel statistical method, the Sum of Ranking Differences. Using a Linear Threshold diffusion model on two online social networks, we evaluate eight network measures of social influence. We demonstrate that the statistical assessment of these influence measures is remarkably different in the Audience Selection problem, when low-ranked individuals are present, from the IM problem, when we focus on the algorithm’s top choices exclusively.

It is commonly recognized that the modern capacity for mass online communication carries various dangers: fake news, rampant conspiracy theories, trolling, and so forth. It is less commonly realized that moral problems remain when the contents of online communications are completely innocuous. This article discusses one of the noteworthy features of modern digital technology, the fact that it is possible to precisely target specific audiences, and argues that this can make mass communications such as advertising and political campaigns morally problematic. What is more, this holds even if the communicator is using only rational persuasion. In being selective about who sees which arguments, one becomes liable to mislead the audience despite sticking to honest, evidence-based, rational argumentation.