| Abstract: | An optimization approach is taken to locating the optimal set of initial contacts in a social network to maximize the number of total network members reached by a message. It is assumed that initial contacts are costly and that the number of initial contacts must be minimized simultaneously with maximizing the total number of network members contacted. A bi‐objective probabilistic integer programming model is developed that assumes that actors are heterogeneous in the probability that they will pass messages along their ego networks. Considering the complexity of solving the proposed model, it reformulated as a pure integer programming model. The algorithm is illustrated by the analysis of message passing in a short‐message system (texting) among university students. Copyright © 2015 John Wiley & Sons, Ltd. |
