Mining knowledge-sharing sites for viral marketing
Proceedings of the eighth ACM SIGKDD international conference on Knowledge discovery and data mining
Maximizing the spread of influence through a social network
Proceedings of the ninth ACM SIGKDD international conference on Knowledge discovery and data mining
Word of Mouth: Rumor Dissemination in Social Networks
SIROCCO '08 Proceedings of the 15th international colloquium on Structural Information and Communication Complexity
Advertising 2.0: Social Media Marketing in a Web 2.0 World
Advertising 2.0: Social Media Marketing in a Web 2.0 World
Signed networks in social media
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Competitive influence maximization in social networks
WINE'07 Proceedings of the 3rd international conference on Internet and network economics
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Ideas, ranging from product preferences to political views, spread through social interactions. These interactions may determine how ideas are adopted within a market and which, if any, become dominant. In this paper, we introduce a model for Dynamic Influence in Competitive Environments (DICE). We show that existing models of influence propagation, including linear threshold and independent cascade models, can be derived as special cases of DICE. Using DICE, we explore two scenarios of competing ideas, including the case where a newcomer competes with a leader with an already-established idea, as well as the case where multiple competing ideas are introduced simultaneously. We formulate the former as a Stackelberg game and the latter as a simultaneous-move game of complete information. Moreover, we show that, in both cases, the payoff functions for both players are submodular, leading to efficient algorithms for each player to approximate his optimal strategy. We illustrate our approach using the Wiki-vote social network dataset.