When spreading information over social networks, seeding algorithms selecting users to start the dissemination play a crucial role. The majority of existing seeding algorithms focus solely on maximizing the total number of reached nodes, overlooking the issue of group fairness, in particular, gender imbalance. To tackle the challenge of maximizing information spread on certain target groups, e.g., females, we introduce the concept of the community and gender-aware potential of users. We first show that the network's community structure is closely related to the gender distribution. Then, we propose an algorithm that leverages the information about community structure and its gender potential to iteratively modify a seed set such that the information spread on the target group meets the target ratio. Finally, we validate the algorithm by performing experiments on synthetic and real-world datasets. Our results show that the proposed seeding algorithm achieves not only the target ratio but also the highest information spread, compared to the state-of-the-art gender-aware seeding algorithm.

Online social networks have become a crucial medium to disseminate the latest political, commercial, and social information. Users with high visibility are often selected as seeds to spread information and affect their adoption in target groups. We study how gender differences and similarities can impact the information spreading process. Using a large-scale Instagram dataset and a small-scale Facebook dataset, we first conduct a multi-faceted analysis taking the interaction type, directionality and frequency into account. To this end, we explore a variety of existing and new single and multihop centrality measures. Our analysis unveils that males and females interact differently depending on the interaction types, e.g., likes or comments, and they feature different support and promotion patterns. We complement prior work showing that females do not reach top visibility (often referred to as the glass ceiling effect) jointly factoring in the connectivity and interaction intensity, both of which were previously mainly discussed independently. Inspired by these observations, we propose a novel seeding framework, called Disparity Seeding, which aims at maximizing spread while reaching a target user group, e.g., a certain percentage of females - promoting the influence of under-represented groups. Disparity Seeding ranks influential users with two gender-aware measures, the Target HI-index and the Embedding index. Extensive simulations comparing Disparity Seeding with target-agnostic algorithms show that Disparity Seeding meets the target percentage while effectively maximizing the spread. Disparity Seeding can be generalized to counter different types of inequality, e.g., race, and proactively promote minorities in the society.