TY - GEN
T1 - Influence Propagation in Competitive Scenario
T2 - 57th IEEE Conference on Decision and Control, CDC 2018
AU - Mazumder, Anisha
AU - Sen, Arunabha
N1 - Publisher Copyright:
© 2018 IEEE.
PY - 2018/7/2
Y1 - 2018/7/2
N2 - In a market environment, there often are multiple vendors offering similar products or services. It has been observed that individuals' decisions to adopt a product or service are influenced by the recommendations of their friends and acquaintances. Consequently, in the last few years there has been considerable interest in the research community to study the dynamics of influence propagation in social networks in competitive settings. The goal of these studies is often to identify the key individuals in a social network, whose recommendations have significant impact on adoption of a product or service by the members of that community. Using Separated Threshold Model (SepT) [1] of influence propagation, in this paper we study a problem of similar vein, where the goal of the two vendors (players) is to win the competition by having a market share that is larger than its competitor. In our model, the first player has already identified a set of key influencers when the second player enters the market. The goal of the second player is to have a larger market share, but wants to achieve the goal with least amount of investment, i.e., by incentivizing the fewest number of key individuals (influencers) in the social network. The problem is NP-hard. We provide an approximation algorithm with O(log n) bound. Detailed experimentations have been conducted to evaluate the efficacy of our algorithm. Moreover, we present an equivalent random process for the SepT model which facilitates analysis of competitive influence propagation under this model.
AB - In a market environment, there often are multiple vendors offering similar products or services. It has been observed that individuals' decisions to adopt a product or service are influenced by the recommendations of their friends and acquaintances. Consequently, in the last few years there has been considerable interest in the research community to study the dynamics of influence propagation in social networks in competitive settings. The goal of these studies is often to identify the key individuals in a social network, whose recommendations have significant impact on adoption of a product or service by the members of that community. Using Separated Threshold Model (SepT) [1] of influence propagation, in this paper we study a problem of similar vein, where the goal of the two vendors (players) is to win the competition by having a market share that is larger than its competitor. In our model, the first player has already identified a set of key influencers when the second player enters the market. The goal of the second player is to have a larger market share, but wants to achieve the goal with least amount of investment, i.e., by incentivizing the fewest number of key individuals (influencers) in the social network. The problem is NP-hard. We provide an approximation algorithm with O(log n) bound. Detailed experimentations have been conducted to evaluate the efficacy of our algorithm. Moreover, we present an equivalent random process for the SepT model which facilitates analysis of competitive influence propagation under this model.
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U2 - 10.1109/CDC.2018.8618661
DO - 10.1109/CDC.2018.8618661
M3 - Conference contribution
AN - SCOPUS:85062168303
T3 - Proceedings of the IEEE Conference on Decision and Control
SP - 5221
EP - 5226
BT - 2018 IEEE Conference on Decision and Control, CDC 2018
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 17 December 2018 through 19 December 2018
ER -