Profit maximization (PM) is to select a subset of users as seeds for viral marketing in online social networks, which balances between the cost and the profit from influence spread. We extend PM to that under the general marketing strategy, and form continuous profit maximization (CPM-MS) problem, whose domain is on integer lattices. The objective function of our CPM-MS is dr-submodular, but non-monotone. It is a typical case of unconstrained dr-submodular maximization (UDSM) problem, and take it as a starting point, we study UDSM systematically in this paper, which is very different from those existing researcher. First, we introduce the lattice-based double greedy algorithm, which can obtain a constant approximation guarantee. However, there is a strict and unrealistic condition that requiring the objective value is non-negative on the whole domain, or else no theoretical bounds. Thus, we propose a technique, called lattice-based iterative pruning. It can shrink the search space effectively, thereby greatly increasing the possibility of satisfying the non-negative objective function on this smaller domain without losing approximation ratio. Then, to overcome the difficulty to estimate the objective value of CPM-MS, we adopt reverse sampling strategies, and combine it with lattice-based double greedy, including pruning, without losing its performance but reducing its running time. The entire process can be considered as a general framework to solve the UDSM problem, especially for applying to social networks. Finally, we conduct experiments on several real datasets to evaluate the effectiveness and efficiency of our proposed algorithms.
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