Influence propagation in modular networks

Aram Galstyan, Paul R Cohen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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)
Title of host publicationAAAI Spring Symposium - Technical Report
Pages21-23
Number of pages3
VolumeSS-08-06
StatePublished - 2008
Externally publishedYes
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

Fingerprint

Marketing

ASJC Scopus subject areas

  • Artificial Intelligence

Cite this

Galstyan, A., & Cohen, P. R. (2008). Influence propagation in modular networks. In AAAI Spring Symposium - Technical Report (Vol. SS-08-06, pp. 21-23)

Influence propagation in modular networks. / Galstyan, Aram; Cohen, Paul R.

AAAI Spring Symposium - Technical Report. Vol. SS-08-06 2008. p. 21-23.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Galstyan, A & Cohen, PR 2008, Influence propagation in modular networks. in AAAI Spring Symposium - Technical Report. vol. SS-08-06, pp. 21-23, 2008 AAAI Spring Symposium, Stanford, CA, United States, 3/26/08.
Galstyan A, Cohen PR. Influence propagation in modular networks. In AAAI Spring Symposium - Technical Report. Vol. SS-08-06. 2008. p. 21-23
Galstyan, Aram ; Cohen, Paul R. / Influence propagation in modular networks. AAAI Spring Symposium - Technical Report. Vol. SS-08-06 2008. pp. 21-23
@inproceedings{d8bb7f675b114c0eb9e0ae92bd6c4efb,
title = "Influence propagation in modular networks",
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.",
author = "Aram Galstyan and Cohen, {Paul R}",
year = "2008",
language = "English (US)",
volume = "SS-08-06",
pages = "21--23",
booktitle = "AAAI Spring Symposium - Technical Report",

}

TY - GEN

T1 - Influence propagation in modular networks

AU - Galstyan, Aram

AU - Cohen, Paul R

PY - 2008

Y1 - 2008

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=52449134625&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=52449134625&partnerID=8YFLogxK

M3 - Conference contribution

AN - SCOPUS:52449134625

VL - SS-08-06

SP - 21

EP - 23

BT - AAAI Spring Symposium - Technical Report

ER -