ADVERTISING AND IRREVERSIBLE OPINION SPREADING IN COMPLEX SOCIAL NETWORKS

DOI10.1142/S0129183109014011MaRDI QIDQ3394718zbMATH OpenOpenAlexWikidataFDO

Authors Julián Candia

Publication date 8 September 2009

Published in International Journal of Modern Physics C (Search for Journal in Brave)

Full work available at URL https://arxiv.org/abs/0902.1217

zbMATH Keywords

phase transitionscomplex networksnonequilibrium processeskinetic growth modelssociophysics

Mathematics Subject Classification ID

Social networks; opinion dynamics (91D30) Dynamic and nonequilibrium phase transitions (general) in statistical mechanics (82C26) Dynamics of disordered systems (random Ising systems, etc.) in time-dependent statistical mechanics (82C44)

Abstract: Irreversible opinion spreading phenomena are studied on small-world and scale-free networks by means of the magnetic Eden model, a nonequilibrium kinetic model for the growth of binary mixtures in contact with a thermal bath. In this model, the opinion of an individual is affected by those of their acquaintances, but opinion changes (analogous to spin flips in an Ising-like model) are not allowed. We focus on the influence of advertising, which is represented by external magnetic fields. The interplay and competition between temperature and fields lead to order-disorder transitions, which are found to also depend on the link density and the topology of the complex network substrate. The effects of advertising campaigns with variable duration, as well as the best cost-effective strategies to achieve consensus within different scenarios, are also discussed.

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Cited in

(7)

• Investigating the effectiveness of advertising on declining social networks
• Opinion diffusion and campaigning on society graphs
• A dynamic evolution model of human opinion as affected by advertising
• How effective is advertising in duopoly markets?
• DAMAGE SPREADING AND OPINION DYNAMICS ON SMALL-WORLD NETWORKS WITH ASYMMETRIC INFLUENTIAL EFFECTS
• Modeling altruism and selfishness in welfare dynamics: The role of nonlinear interactions
• Non-equilibrium opinion spreading on 2D small-world networks

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