Jul 07, 2015
Intrinsic Reward and
Social Reward
Fraction of the population
Co
st
Threshold and Cascades
Threshold and Cascades
Threshold and Cascades
Threshold and Cascades
Linear Threshold Model
2
23
3
3
4
Threshold and Cascades
Independent Cascades Model
0.5
0.4
0.1 0.2
0.7
Valid Points
• Triadic Closures
• Clusters force members to conform to
prevailing behaviors.
• Weak links introduces new information
but not a change in behavior.
Valid Points
Triadic Closure
Valid Points
Clusters on emerging Behavior
Valid Points
Weak Ties
Bias
• Vocal minority
• Time of day is ignored
• Social Network bias
• Forward Rewards
Bias
Time of Day is Ignored
Bias
Social Network Bias
Bias
Forward Rewards
Recent Studies
• Purchase Susceptibility and
Quantifying Trust
• Maximizing Information Diffusion within
a Social Network
Recent Studies
Purchasing Susceptibility
• E-commerce websites.
• User to user communication upon
purchase important.
• Triads take a role in the sale of items or
seller discovery
• Relationships are integral part in the
decision making process
Recent Studies
Maximizing Diffusion
• Given a social network, how should we
choose a set S so that we will be able
to maximize behavior adoption?
• Modeling after the Cover Set problem
• Use of approximation via Hill Climbing
Methods applied
• Bayes theorem for information
cascades
• Games for modelling cost and reward
within a social network
• Natural Language Processing in
assessing Homophily
Methods Applied
Games
p* = r(z)f(z)
Methods Applied
Natural Language Processing
New Problems
• Data Completeness
• Definition of Friendship
• Modeling negative Links
• Emergence of new Models of
Friendship / Relationship
Research Directions
• Exposure Maximization
• Analysis of Animosity
• Contagion Coordination and
Competition
• Rewards as Reinforcement for
Behavior Repetition