Influencing Busy People in a Social Network

Kaushik Sarkar and Hari Sundaram

PLOS ONE, 2016, vol. 11, issue 10, 1-31

Abstract: We identify influential early adopters in a social network, where individuals are resource constrained, to maximize the spread of multiple, costly behaviors. A solution to this problem is especially important for viral marketing. The problem of maximizing influence in a social network is challenging since it is computationally intractable. We make three contributions. First, we propose a new model of collective behavior that incorporates individual intent, knowledge of neighbors actions and resource constraints. Second, we show that the multiple behavior influence maximization is NP-hard. Furthermore, we show that the problem is submodular, implying the existence of a greedy solution that approximates the optimal solution to within a constant. However, since the greedy algorithm is expensive for large networks, we propose efficient heuristics to identify the influential individuals, including heuristics to assign behaviors to the different early adopters. We test our approach on synthetic and real-world topologies with excellent results. We evaluate the effectiveness under three metrics: unique number of participants, total number of active behaviors and network resource utilization. Our heuristics produce 15-51% increase in expected resource utilization over the naïve approach.

Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0162014 (text/html)
https://journals.plos.org/plosone/article/file?id= ... 62014&type=printable (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0162014

DOI: 10.1371/journal.pone.0162014

Access Statistics for this article

More articles in PLOS ONE from Public Library of Science
Bibliographic data for series maintained by plosone ().