Intrinsic Reward and

Social Reward

Fraction of the population

Co

st

Threshold and Cascades

Threshold and Cascades

Threshold and Cascades

Threshold and Cascades

Linear Threshold Model

2

23

3

3

4

Threshold and Cascades

Independent Cascades Model

0.5

0.4

0.1 0.2

0.7

Valid Points

• Triadic Closures

• Clusters force members to conform to

prevailing behaviors.

• Weak links introduces new information

but not a change in behavior.

Valid Points

Triadic Closure

Valid Points

Clusters on emerging Behavior

Valid Points

Weak Ties

Bias

• Vocal minority

• Time of day is ignored

• Social Network bias

• Forward Rewards

Bias

Time of Day is Ignored

Bias

Social Network Bias

Bias

Forward Rewards

Recent Studies

• Purchase Susceptibility and

Quantifying Trust

• Maximizing Information Diffusion within

a Social Network

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

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

Methods applied

• Bayes theorem for information

cascades

• Games for modelling cost and reward

within a social network

• Natural Language Processing in

assessing Homophily

Methods Applied

Games

p* = r(z)f(z)

Methods Applied

Natural Language Processing

New Problems

• Data Completeness

• Definition of Friendship

• Modeling negative Links

• Emergence of new Models of

Friendship / Relationship

Research Directions

• Exposure Maximization

• Analysis of Animosity

• Contagion Coordination and

Competition

• Rewards as Reinforcement for

Behavior Repetition