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In this paper, we study the problem of designing \u201creposting service\u201d in an OSN to incentivize \u201ctransactions\u201d between requesters (users who seek to enhance visibility) and suppliers (users who are willing to repost if certain incentives are given), and maximize the\n            <jats:italic>welfare increase<\/jats:italic>\n            accumulated through a given time horizon. We formulate a mathematical model for reposting which captures various factors like click-through rates (CTRs), requesters\u2019 valuations and suppliers\u2019 costs. We formulate the problem of maximizing the welfare increase via judiciously assigning suppliers to requesters from two aspects: (a) \u201cuser-centric\u201d and (b) \u201cplatform-centric\u201d. The user-centric aspect deals with situations where requesters and suppliers collaborate and share valuations and costs. To address the challenge of unknown CTRs, we propose an online learning protocol and achieve a sub-linear regret. The platform-centric aspect corresponds to the scenario where users keep their valuations or costs private. To address the challenges of unknown CTRs, valuations and costs, we design an \u201cexplore-then-commit\u201d online protocol. We prove the truthfulness of the proposed online protocol, and we also prove that this protocol has a sub-linear regret. Lastly, we conduct extensive experiments on six public datasets to evaluate the effectiveness and scalability of the proposed protocols.\n          <\/jats:p>","DOI":"10.1145\/3696473","type":"journal-article","created":{"date-parts":[[2024,9,19]],"date-time":"2024-09-19T11:41:31Z","timestamp":1726746091000},"page":"1-30","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Online Incentive Protocol Design for Reposting Service in Online Social Networks"],"prefix":"10.1145","volume":"19","author":[{"given":"Haoran","family":"Gu","sequence":"first","affiliation":[{"name":"College of Computer Science, Chongqing University, Chongqing, China"}]},{"given":"Shiyuan","family":"Zheng","sequence":"additional","affiliation":[{"name":"The Chinese University of Hong Kong, Hong Kong, Hong Kong"}]},{"given":"Xudong","family":"Liu","sequence":"additional","affiliation":[{"name":"The Chinese University of Hong Kong, Hong Kong, Hong Kong"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7935-7210","authenticated-orcid":false,"given":"Hong","family":"Xie","sequence":"additional","affiliation":[{"name":"School of Computer Science and Technology, University of Science and Technology of China, Hefei, China"}]},{"given":"John C.S.","family":"Lui","sequence":"additional","affiliation":[{"name":"The Chinese University of Hong Kong, Hong Kong, Hong Kong"}]}],"member":"320","published-online":{"date-parts":[[2025,5,26]]},"reference":[{"doi-asserted-by":"publisher","key":"e_1_3_3_2_2","DOI":"10.1145\/2492517.2500243"},{"doi-asserted-by":"publisher","key":"e_1_3_3_3_2","DOI":"10.1145\/938985.939011"},{"doi-asserted-by":"publisher","key":"e_1_3_3_4_2","DOI":"10.1145\/3529228"},{"key":"e_1_3_3_5_2","article-title":"Revenue maximization in incentivized social advertising","author":"Aslay Cigdem","year":"2016","unstructured":"Cigdem Aslay, Francesco Bonchi, Laks V. 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