Influence propagation in modular networks

Aram Galstyan, Paul R. Cohen

Research output: Contribution to conferencePaper

Abstract

The objective of viral marketing is to utilize existing social interactions between customers for world-of-mouth advertising of products. In order to design effective marketing strategies, one needs to understand how influence is propagated across such social networks. Here we study a simple influence propagation process in a network composed of two loosely coupled communities. We find that for a certain range of network parameters, the dynamics of the influence propagation is characterized by a doubly-critical behavior. Our results also suggest that the presence of the community structure, or network modularity, might have important implications for choosing appropriate marketing strategies.

Original languageEnglish (US)
Pages21-23
Number of pages3
StatePublished - Sep 30 2008
Event2008 AAAI Spring Symposium - Stanford, CA, United States
Duration: Mar 26 2008Mar 28 2008

Other

Other2008 AAAI Spring Symposium
CountryUnited States
CityStanford, CA
Period3/26/083/28/08

ASJC Scopus subject areas

  • Artificial Intelligence

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  • Cite this

    Galstyan, A., & Cohen, P. R. (2008). Influence propagation in modular networks. 21-23. Paper presented at 2008 AAAI Spring Symposium, Stanford, CA, United States.