Network externalities and the deployment of security features and protocols in the internet
SIGMETRICS '08 Proceedings of the 2008 ACM SIGMETRICS international conference on Measurement and modeling of computer systems
A local mean field analysis of security investments in networks
Proceedings of the 3rd international workshop on Economics of networked systems
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Advertising via social networks is receiving more attention these days. Given a fixed investment (e.g., free samples), a company needs to find out the final probability that users will purchase the product. In this paper we characterize and model various influence mechanisms that govern the word-of-mouth spread of advertisements in large social networks. We use the local mean field (LMF) technique to analyze large scale networks wherein states of nodes can be changed by various influence mechanisms. Extensive simulations are carried out to validate the accuracy of our model, and the results also provide insights on designing advertising strategies.