Understanding of diffusion over social network with strategic individuals

Abstract

As online social networking service becomes popular, people are more actively using social network to share opinions on new products or information. At the same time, company has a new marketing opportunity to use social network via accessing social network datasets. Thus, there has been extensive research to understand the social diffusion. In this thesis, to understand the social diffusion, we model the strategic behavior as a networked coordination game and study the prominent feature in the social diffusion. In particular, according to our analysis on the game diffusion model, it turns out that clustering structure of social networks plays an important role. Using this, we study how to design social marketing strategy to spread new products where the marketing strategy depends on the clustering structure in social networks.