Entry Point Matters - Effective Introduction of Innovation in Social Networks

Ramon Hermoso, Maria Fasli

Abstract

Social networks have grown massively in the last few years and have become a lot more than mere message exchange platforms. Apart from serving purposes such as linking friends and family, job linking or news feeding, their nearly pervasive nature and presence in day-to-day activities make them the biggest potential market and access platform to hundreds of millions of customers ever built. Faced with such a complex and challenging environment, we claim that introducing innovation in an efficient way in such networks is of extreme importance. In this paper, we put forward a mechanism to select suitable entry points in the network to introduce the innovation, so fostering its acceptance and enhancing its diffusion. To do this, we use the underlying structure of the network as well as the influencing power some users exercise over others. We present results of testing our approach with both a Facebook dataset and different examples of random networks.

References

  1. Aral, S. and Walker, D. (2012). Identifying Influential and Susceptible Members of Social Networks. Science, 337(6092):337-341.
  2. Bakshy, E., Hofman, J. M., Mason, W. A., and Watts, D. J. (2011). Everyone's an influencer: Quantifying influence on twitter. In Proceedings of the Fourth ACM International Conference on Web Search and Data Mining, pages 65-74, New York, NY, USA. ACM.
  3. Bass, F. (1969). A new product growth model for consumer durables. Management Science, 15.
  4. Calantone, R. J., Cavusgil, S., and Zhao, Y. (2002). Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6):515 - 524.
  5. Deroïan, F. (2002). Formation of social networks and diffusion of innovations. Research Policy, 31(5):835 - 846.
  6. Fasli, M. (2006). On the relationship between roles and power: preliminary report. In Proceedings of the 2006 ACM symposium on Applied computing, SAC 7806, pages 313-318, New York, NY, USA. ACM.
  7. Freeman, L. C. (1977). A Set of Measures of Centrality Based on Betweenness. Sociometry, 40(1):35-41.
  8. Goldenberg, J., Han, S., Lehmann, D. R., and Hong, J. W. (2009). The role of hubs in the adoption process. Journal of Marketing, 73(2):1-13.
  9. Jackson, M. O. (2008). Social and Economic Networks. Princeton University Press, Princeton, NJ, USA.
  10. Kempe, D., Kleinberg, J., and Tardos, E. (2003). Maximizing the spread of influence through a social network. In Proceedings of the Ninth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pages 137-146, New York, USA. ACM.
  11. López-Pintado, D. (2008). Diffusion in complex social networks. Games and Economic Behavior, 62(2):573 - 590.
  12. Luu, D. M., Lim, E.-P., Hoang, T.-A., and Chua, F. C. T. (2012). Modeling diffusion in social networks using network properties. In Proceedings of the 6th ICWSM.
  13. McAuley, J. J. and Leskovec, J. (2012). Learning to discover social circles in ego networks. In 26th Annual Conference on Neural Information Processing Systems, pages 548-556.
  14. Rogers, E. (1995). Diffusion of innovations, chapter Elements of diffusion, pages 1-37. The Free Press.
  15. Seeman, L. and Singer, Y. (2013). Adaptive seeding in social networks. 2013 IEEE 54th Annual Symposium on Foundations of Computer Science, pages 459-468.
  16. Tanimoto, T. (1958). An elementary mathematical theory of classification and prediction. IBM Internal Report.
  17. Valente, T. W. (1996). Social network thresholds in the diffusion of innovations. Social Networks, 18(1):69 - 89.
Download


Paper Citation


in Harvard Style

Hermoso R. and Fasli M. (2015). Entry Point Matters - Effective Introduction of Innovation in Social Networks . In Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 2: ICAART, ISBN 978-989-758-074-1, pages 17-26. DOI: 10.5220/0005172700170026


in Bibtex Style

@conference{icaart15,
author={Ramon Hermoso and Maria Fasli},
title={Entry Point Matters - Effective Introduction of Innovation in Social Networks},
booktitle={Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 2: ICAART,},
year={2015},
pages={17-26},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005172700170026},
isbn={978-989-758-074-1},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 2: ICAART,
TI - Entry Point Matters - Effective Introduction of Innovation in Social Networks
SN - 978-989-758-074-1
AU - Hermoso R.
AU - Fasli M.
PY - 2015
SP - 17
EP - 26
DO - 10.5220/0005172700170026