Influencing the influencers: a theory of strategic diffusion
Influencing the influencers: a theory of strategic diffusion
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DOI：
10.1111/j.1756-2171.2009.00075.x
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发表时间：
2009-09-01
影响因子：
2.3
通讯作者：
Goyal, Sanjeev
中科院分区：
文献类型：
--
作者：
Galeotti, Andrea;Goyal, Sanjeev
互联网和各种技术的发展使得收集和处理关于社交网络的详细信息成为可能。本文探讨了企业（和政府）如何利用社交网络的力量来促进他们的目标。我们表明，最佳利用社交网络导致更高的销售额和更大的利润。然而，社交互动的水平和分散度的增加可以增加或减少玩家的最佳影响策略和利润，这取决于互动的内容。最佳的影响力策略将根据互动的内容，针对具有低或高连接的个体。最后，在更不平等的网络中，投资于社交网络市场研究的回报更大。
The growth of the Internet and assorted technologies has made it possible to collect and process detailed information on social networks. This article investigates how firms (and governments) can harness the power of social networks to promote their goals. We show that the optimal use of social networks leads to higher sales and greater profits. However, an increase in the level and dispersion of social interaction can increase or decrease the optimal influence strategy and profits of the player, depending on the content of the interaction. Optimal influence strategies will target individuals with low or high connections, depending on the content of interaction. Finally, the returns to investing in market research on social networks are greater in more unequal networks.