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In social networks, maximizing influence is an important research direction. However, traditional influence maximization algorithms often overlook the attribute information of nodes and the heterogeneity of networks, leading to inefficiency and inaccuracy in the propagation process. To address this issue, this study first constructs a social network influence maximization propagation model, and then combines auto-encoder and graph convolutional autoencoder to extract social network user attributes. Finally, Transformer is used to learn the feature representation of social network nodes. Moreover, a heterogeneous graph neural network is introduced to combine with Transformer to further learn the feature representation of nodes, so as to design an influence maximization algorithm combining attributed graph clustering and heterogeneous graph Transformer. The results showed that the loss values of the fusion algorithm on different datasets were 0.619 and 0.17, respectively, proving its good fitting performance. The recall rate and F1 of this fusion algorithm were 92.5 % and 0.90, respectively, proving its high clustering accuracy. The influence maximization model based on fusion algorithm achieved active node coverage of 67 % and 48 % on two datasets, respectively, proving its good influence propagation effect. The above results demonstrate that the designed model can effectively spread influence. This helps to better understand and utilize the influence dissemination mechanisms in social networks, thereby promoting the development of social network research.