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Key leaders in social networks

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  • Zhou, Junjie
  • Chen, Ying-Ju

Abstract

This paper examines optimal targeting and sequencing strategies in the setup proposed by Ballester et al. [3]. The setup features payoff externalities and strategic complementarity among players, who non-cooperatively determine their contributions. We first analyze a two-stage game in which players in the leader group make contributions before the follower group. We construct an exact index to identify the (single) key leader, and demonstrate that the key leader can differ substantially from the key player who most influences the network in the simultaneous-move game. Using Taylor expansions on the strength of network effects, we establish an isomorphism between the optimal leader group selection (targeting) strategy and the classical weighted maximum-cut problem. This approach leads to some design principles for unweighted complete graphs and bipartite graphs.

Suggested Citation

  • Zhou, Junjie & Chen, Ying-Ju, 2015. "Key leaders in social networks," Journal of Economic Theory, Elsevier, vol. 157(C), pages 212-235.
    • Handle: RePEc:eee:jetheo:v:157:y:2015:i:c:p:212-235
    DOI: 10.1016/j.jet.2015.01.005
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    References listed on IDEAS

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    1. Coralio Ballester & Antoni Calvó-Armengol & Yves Zenou, 2006. "Who's Who in Networks. Wanted: The Key Player," Econometrica, Econometric Society, vol. 74(5), pages 1403-1417, September.
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    5. Coralio Ballester & Antoni Calvó-Armengol & Yves Zenou, 2010. "Delinquent Networks," Journal of the European Economic Association, MIT Press, vol. 8(1), pages 34-61, March.
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    7. Liu, Xiaodong & Patacchini, Eleonora & Zenou, Yves & Lee, Lung-Fei, 2011. "Criminal Networks: Who is the Key Player?," Research Papers in Economics 2011:7, Stockholm University, Department of Economics.
    8. Farrell, Joseph & Saloner, Garth, 1986. "Installed Base and Compatibility: Innovation, Product Preannouncements, and Predation," American Economic Review, American Economic Association, vol. 76(5), pages 940-955, December.
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    13. Bramoulle, Yann & Kranton, Rachel, 2007. "Public goods in networks," Journal of Economic Theory, Elsevier, vol. 135(1), pages 478-494, July.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Nizar Allouch, 2017. "Aggregation in Networks," Studies in Economics 1718, School of Economics, University of Kent.
    2. Belhaj, Mohamed & Deroïan, Frédéric, 2019. "Group targeting under networked synergies," Games and Economic Behavior, Elsevier, vol. 118(C), pages 29-46.
    3. Belhaj, Mohamed & Deroïan, Frédéric, 2018. "Targeting the key player: An incentive-based approach," Journal of Mathematical Economics, Elsevier, vol. 79(C), pages 57-64.
    4. Jingjing Zhao & Yongli Li & Yunlong Ding & Chao Liu, 2019. "The value of leading customers in a crowdfunding-based marketing pattern," PLOS ONE, Public Library of Science, vol. 14(4), pages 1-18, April.
    5. Mohamed Belhaj & Frédéric Deroïan & Shahir Safi, 2020. "Costly agreement-based transfers and targeting on networks with synergies," AMSE Working Papers 2015, Aix-Marseille School of Economics, France.
    6. Belhaj, Mohamed & Deroïan, Frédéric & Safi, Shahir, 2023. "Targeting in networks under costly agreements," Games and Economic Behavior, Elsevier, vol. 140(C), pages 154-172.
    7. Ming Hu & Zizhuo Wang & Yinbo Feng, 2020. "Information Disclosure and Pricing Policies for Sales of Network Goods," Operations Research, INFORMS, vol. 68(4), pages 1162-1177, July.
    8. Li, Yongli & Luo, Peng & Pin, Paolo, 2021. "Link value, market scenario and referral networks," Journal of Economic Behavior & Organization, Elsevier, vol. 181(C), pages 135-155.
    9. Gershkov, Alex & Li, Jianpei & Schweinzer, Paul, 2016. "How to share it out: The value of information in teams," Journal of Economic Theory, Elsevier, vol. 162(C), pages 261-304.
    10. de Martí, Joan & Zenou, Yves, 2015. "Network games with incomplete information," Journal of Mathematical Economics, Elsevier, vol. 61(C), pages 221-240.
    11. Zenou, Yves & Chen, Ying-Ju & Zhou, Junjie, 2015. "Multiple Activities for Socially-Connected Criminals," CEPR Discussion Papers 10709, C.E.P.R. Discussion Papers.
    12. Leister, C. Matthew, 2020. "Information acquisition and welfare in network games," Games and Economic Behavior, Elsevier, vol. 122(C), pages 453-475.
    13. Baris Ata & Alexandre Belloni & Ozan Candogan, 2018. "Latent Agents in Networks: Estimation and Targeting," Papers 1808.04878, arXiv.org, revised Jan 2022.
    14. Junjie Zhou & Chen‐Nan Liao & Ying‐Ju Chen, 2023. "Optimal selling scheme in social networks: hierarchical signaling, sequential selling, and chain structure," Production and Operations Management, Production and Operations Management Society, vol. 32(7), pages 2138-2153, July.
    15. Jadbabaie, Ali & Kakhbod, Ali, 2019. "Optimal contracting in networks," Journal of Economic Theory, Elsevier, vol. 183(C), pages 1094-1153.
    16. Yongli Li & Zhi-Ping Fan & Wei Zhang, 2018. "Network-based Referral Mechanism in a Crowdfunding-based Marketing Pattern," Papers 1808.03070, arXiv.org.
    17. Junjie Zhou & Ying-Ju Chen, 2016. "Targeted Information Release in Social Networks," Operations Research, INFORMS, vol. 64(3), pages 721-735, June.
    18. Ying‐Ju Chen & Yves Zenou & Junjie Zhou, 2018. "Competitive pricing strategies in social networks," RAND Journal of Economics, RAND Corporation, vol. 49(3), pages 672-705, September.
    19. Li, Jian & Zhou, Junjie & Chen, Ying-Ju, 2022. "The limit of targeting in networks," Journal of Economic Theory, Elsevier, vol. 201(C).
    20. Zhou, Junjie, 2016. "Economics of leadership and hierarchy," Games and Economic Behavior, Elsevier, vol. 95(C), pages 88-106.

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    More about this item

    Keywords

    Social networks; Dynamic games; Key leader; Targeting; Sequencing;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D29 - Microeconomics - - Production and Organizations - - - Other
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design

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