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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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    Citations

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    Cited by:

    1. Belhaj, Mohamed & Deroïan, Frédéric, 2018. "Targeting the key player: An incentive-based approach," Journal of Mathematical Economics, Elsevier, vol. 79(C), pages 57-64.
    2. Nizar Allouch, 2017. "Aggregation in Networks," Studies in Economics 1718, School of Economics, University of Kent.
    3. de Martí, Joan & Zenou, Yves, 2015. "Network games with incomplete information," Journal of Mathematical Economics, Elsevier, vol. 61(C), pages 221-240.
    4. Yongli Li & Zhi-Ping Fan & Wei Zhang, 2018. "Network-based Referral Mechanism in a Crowdfunding-based Marketing Pattern," Papers 1808.03070, arXiv.org.
    5. 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.
    6. Zenou, Yves & Chen, Ying-Ju & Zhou, Junjie, 2015. "Multiple Activities for Socially-Connected Criminals," CEPR Discussion Papers 10709, C.E.P.R. Discussion Papers.
    7. Leister, C. Matthew, 2020. "Information acquisition and welfare in network games," Games and Economic Behavior, Elsevier, vol. 122(C), pages 453-475.
    8. 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.
    9. Junjie Zhou & Ying-Ju Chen, 2016. "Targeted Information Release in Social Networks," Operations Research, INFORMS, vol. 64(3), pages 721-735, June.
    10. Belhaj, Mohamed & Deroïan, Frédéric, 2019. "Group targeting under networked synergies," Games and Economic Behavior, Elsevier, vol. 118(C), pages 29-46.
    11. Mohamed Belhaj & Frédéric Deroïan & Shahir Safi, 2020. "Costly agreement-based transfers and targeting on networks with synergies," Working Papers halshs-02558397, HAL.
    12. Li, Jian & Zhou, Junjie & Chen, Ying-Ju, 2022. "The limit of targeting in networks," Journal of Economic Theory, Elsevier, vol. 201(C).
    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. Belhaj, Mohamed & Deroïan, Frédéric & Safi, Shahir, 2023. "Targeting in networks under costly agreements," Games and Economic Behavior, Elsevier, vol. 140(C), pages 154-172.
    16. 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.
    17. Zhou, Junjie, 2016. "Economics of leadership and hierarchy," Games and Economic Behavior, Elsevier, vol. 95(C), pages 88-106.
    18. Jadbabaie, Ali & Kakhbod, Ali, 2019. "Optimal contracting in networks," Journal of Economic Theory, Elsevier, vol. 183(C), pages 1094-1153.
    19. 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.
    20. 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.

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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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