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Intrinsic Reward and
Social Reward
Fraction of the population
Co
st
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Threshold and Cascades
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Threshold and Cascades
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Threshold and Cascades
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Threshold and Cascades
Linear Threshold Model
2
23
3
3
4
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Threshold and Cascades
Independent Cascades Model
0.5
0.4
0.1 0.2
0.7
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Valid Points
• Triadic Closures
• Clusters force members to conform to
prevailing behaviors.
• Weak links introduces new information
but not a change in behavior.
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Valid Points
Triadic Closure
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Valid Points
Clusters on emerging Behavior
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Valid Points
Weak Ties
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Bias
• Vocal minority
• Time of day is ignored
• Social Network bias
• Forward Rewards
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Bias
Time of Day is Ignored
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Bias
Social Network Bias
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Bias
Forward Rewards
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Recent Studies
• Purchase Susceptibility and
Quantifying Trust
• Maximizing Information Diffusion within
a Social Network
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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
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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
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Methods applied
• Bayes theorem for information
cascades
• Games for modelling cost and reward
within a social network
• Natural Language Processing in
assessing Homophily
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Methods Applied
Games
p* = r(z)f(z)
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Methods Applied
Natural Language Processing
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New Problems
• Data Completeness
• Definition of Friendship
• Modeling negative Links
• Emergence of new Models of
Friendship / Relationship
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Research Directions
• Exposure Maximization
• Analysis of Animosity
• Contagion Coordination and
Competition
• Rewards as Reinforcement for
Behavior Repetition
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