A note on competitive diffusion through social networks

Authors:
Noga Alon;Michal Feldman;Ariel D. Procaccia;Moshe Tennenholtz
Affiliations:
Microsoft Israel R&D Center, 13 Shenkar Street, Herzeliya 46725, Israel and Schools of Mathematics and Computer Science, Tel Aviv University, Tel Aviv 69978, Israel;Microsoft Israel R&D Center, 13 Shenkar Street, Herzeliya 46725, Israel and School of Business Administration and Center for the Study of Rationality, The Hebrew University of Jerusalem, Jerusalem ...;School of Engineering and Applied Sciences, Harvard University, 33 Oxford Street, Cambridge, MA 02138, United States;Microsoft Israel R&D Center, 13 Shenkar Street, Herzeliya 46725, Israel and Technion, IIT, Haifa 32000, Israel
Venue:
Information Processing Letters
Year:
2010

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Abstract

We introduce a game-theoretic model of diffusion of technologies, advertisements, or influence through a social network. The novelty in our model is that the players are interested parties outside the network. We study the relation between the diameter of the network and the existence of pure Nash equilibria in the game. In particular, we show that if the diameter is at most two then an equilibrium exists and can be found in polynomial time, whereas if the diameter is greater than two then an equilibrium is not guaranteed to exist.