BSF:2014389: Networked Markets

BSF:2014389：网络市场

• 批准号: 1540428
• 负责人: Yaron Singer
• 金额: $ 4万
• 依托单位: Harvard University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2015
• 资助国家: 美国
• 起止时间: 2015-09-01 至 2019-08-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1540428&HistoricalAwards=false
• 关键词: BSF; 2014389; Networked; Markets

In recent years, online social networks have emerged as an important medium for communication, and as a result can provide an effective platform for markets. Due to the scale and complexity of social networking applications, markets in these environments require a different theory than the theory which guides the design of traditional internet markets. This project aims to study markets that operate in networked environments. The goal of this research is to develop both theory and empirical methods that are suitable for networked market design. This research has three major thrusts. The first goal is to study incentives in network cascades. Information cascades spread information in networks and incentivizing individuals to spread large cascades is a central problem for network market design. The second objective is to study competition in networked markets. In some cases, cascades are initiated by competing agencies that seek to influence individuals to adopt the technology or idea they promote. More generally, competition in networks spurs complex dynamics that are challenging to analyze. This project analyzes equilibrium of such interactions, as well as principles of market design in these complex environments. The third thrust develops data mining techniques to study the economics of social marketing platforms. The main challenge in such markets is that the social networking services do not control the content being published, and users often post advertisements without any indication. This makes analysis of social marketing platforms a challenging data mining problem of detecting covert advertisements. These methods for analysis and design of networked markets could have a significant impact on internet economics.

近年来，在线社交网络已经成为一种重要的沟通媒介，因此可以为市场提供有效的平台。由于社交网络应用的规模和复杂性，这些环境中的市场需要不同于指导传统互联网市场设计的理论。这个项目旨在研究在网络环境中运作的市场。本研究的目的是发展适合网络化市场设计的理论和实证方法。这项研究有三大重点。第一个目标是研究网络级联中的激励机制。信息级联在网络中传播信息，激励个体传播大级联是网络市场设计的核心问题。第二个目标是研究网络市场中的竞争。在某些情况下，级联是由相互竞争的机构发起的，这些机构试图影响个人采用它们所推广的技术或想法。更普遍的是，网络中的竞争激发了复杂的动态，这些动态很难分析。这个项目分析了这种相互作用的平衡，以及在这些复杂环境下的市场设计原则。第三个重点是开发数据挖掘技术来研究社会营销平台的经济学。这类市场面临的主要挑战是，社交网络服务不控制发布的内容，用户经常在没有任何指示的情况下发布广告。这使得对社交营销平台的分析成为一个具有挑战性的数据挖掘问题，即检测隐蔽广告。这些分析和设计网络市场的方法可能对互联网经济学产生重大影响。