IDEAS home Printed from https://ideas.repec.org/p/ecl/stabus/3678.html
   My bibliography  Save this paper

Just a Few Seeds More: Value of Network Information for Diffusion

Author

Listed:
  • Akbarpour, Mohammad

    (Stanford U)

  • Malladi, Suraj

    (Stanford U)

  • Saberi, Amin

    (Stanford U)

Abstract

Identifying the optimal set of individuals to first receive information ('seeds') in a social network is a widely-studied question in many settings, such as the diffusion of information, microfinance programs, and new technologies. Numerous studies have proposed various network-centrality based heuristics to choose seeds in a way that is likely to boost diffusion. Here we show that, for some frequently studied diffusion processes, randomly seeding s plus x individuals can prompt a larger cascade than optimally targeting the best s individuals, for a small x. We prove our results for large classes of random networks, but also show that they hold in simulations over several real-world networks. This suggests that the returns to collecting and analyzing network information to identify the optimal seeds may not be economically significant. Given these findings, practitioners interested in communicating a message to a large number of people may wish to compare the cost of network-based targeting to that of slightly expanding initial outreach.

Suggested Citation

  • Akbarpour, Mohammad & Malladi, Suraj & Saberi, Amin, 2018. "Just a Few Seeds More: Value of Network Information for Diffusion," Research Papers 3678, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:3678
    as

    Download full text from publisher

    File URL: https://www.gsb.stanford.edu/gsb-cmis/gsb-cmis-download-auth/462411
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Luca Paolo Merlino & Nicole Tabasso, 2022. "Optimal Verification of Rumors in Networks," Papers 2207.01830, arXiv.org, revised Jun 2024.
    2. Kolumbus, Yoav & Solomon, Sorin, 2021. "On the influence maximization problem and the percolation phase transition," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 573(C).
    3. Luca P. Merlino & Paolo Pin & Nicole Tabasso, 2023. "Debunking Rumors in Networks," American Economic Journal: Microeconomics, American Economic Association, vol. 15(1), pages 467-496, February.
    4. Deserranno, Erika & Bandiera, Oriana & Rasul, Imran, 2020. "Development Policy through the Lens of Social Structure," CEPR Discussion Papers 14876, C.E.P.R. Discussion Papers.
    5. Sonin, Konstantin & Egorov, Georgy, 2019. "Persuasion on Networks," CEPR Discussion Papers 13723, C.E.P.R. Discussion Papers.
    6. Beatrice Nöldeke & Etti Winter & Ulrike Grote, 2020. "Seed Selection Strategies for Information Diffusion in Social Networks: An Agent-Based Model Applied to Rural Zambia," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 23(4), pages 1-9.
    7. Elias Carroni & Paolo Pin & Simone Righi, 2020. "Bring a Friend! Privately or Publicly?," Management Science, INFORMS, vol. 66(5), pages 2269-2290, May.
    8. Tim Roughgarden & Inbal Talgam-Cohen, 2018. "Approximately Optimal Mechanism Design," Papers 1812.11896, arXiv.org, revised Aug 2020.
    9. Cai, Xing & Xia, Wei & Huang, Weihua & Yang, Haijun, 2024. "Dynamics of momentum in financial markets based on the information diffusion in complex social networks," Journal of Behavioral and Experimental Finance, Elsevier, vol. 41(C).
    10. Mobarak, Ahmed & Levinsohn, James & Guiteras, Raymond, 2019. "Demand Estimation with Strategic Complementarities: Sanitation in Bangladesh," CEPR Discussion Papers 13498, C.E.P.R. Discussion Papers.

    More about this item

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D85 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Network Formation
    • O12 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Microeconomic Analyses of Economic Development
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ecl:stabus:3678. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/gsstaus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.