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With the advent of social media, different companies often promote competing products simultaneously for word-of-mouth diffusion and adoption by users in social networks. For such scenarios of competitive diffusion, prior studies show that…
The emergence and wide-spread use of online social networks has led to a dramatic increase on the availability of social activity data. Importantly, this data can be exploited to investigate, at a microscopic level, some of the problems…
This study extends the SIS epidemic model for single virus propagation over an arbitrary graph to an SI1SI2S epidemic model of two exclusive, competitive viruses over a two-layer network with generic structure, where network layers…
We introduce a new threshold model of social networks, in which the nodes influenced by their neighbours can adopt one out of several alternatives. We characterize the graphs for which adoption of a product by the whole network is possible…
The dynamics of the spread of contagions such as viruses, infectious diseases or even rumors/opinions over contact networks (graphs) have effectively been captured by the well known \textit{Susceptible-Infected-Susceptible} ($SIS$) epidemic…
In this work, we are interested on the analysis of competing marketing campaigns between an incumbent who dominates the market and a challenger who wants to enter the market. We are interested in (a) the simultaneous decision of how many…
Network-based marketing refers to a collection of marketing techniques that take advantage of links between consumers to increase sales. We concentrate on the consumer networks formed using direct interactions (e.g., communications) between…
We consider a network of interacting agents and we model the process of choice on the adoption of a given innovative product by means of statistical-mechanics tools. The modelization allows us to focus on the effects of direct interactions…
Influence maximization (IM) has garnered a lot of attention in the literature owing to applications such as viral marketing and infection containment. It aims to select a small number of seed users to adopt an item such that adoption…
We consider an environment where sellers compete over buyers. All sellers are a-priori identical and strategically signal buyers about the product they sell. In a setting motivated by on-line advertising in display ad exchanges, where firms…
This paper studies a strategic model of marketing and product diffusion in social networks. We consider two firms offering substitutable products which can improve their market share by seeding the key individuals in the market. Consumers…
The marked increase in advertisements over online social networks (OSNs) necessitates the study of content propagation. We analyse the viral markets with content providers competing for the propagation of similar posts over OSNs. Towards…
We develop a game-theoretic framework for the study of competition between firms who have budgets to "seed" the initial adoption of their products by consumers located in a social network. The payoffs to the firms are the eventual number of…
Modern collaborative filtering algorithms seek to provide personalized product recommendations by uncovering patterns in consumer-product interactions. However, these interactions can be biased by how the product is marketed, for example…
Influence competition finds its significance in many applications, such as marketing, politics and public events like COVID-19. Existing work tends to believe that the stronger influence will always win and dominate nearly the whole…
An increasing number of politicians are relying on cheaper, easier to access technologies such as online social media platforms to communicate with their constituency. These platforms present a cheap and low-barrier channel of communication…
We introduce a new threshold model of social networks, in which the nodes influenced by their neighbours can adopt one out of several alternatives. We characterize social networks for which adoption of a product by the whole network is…
In this paper, we study a strategic model of marketing and product consumption in social networks. We consider two firms in a market competing to maximize the consumption of their products. Firms have a limited budget which can be either…
A monopolist faces a partially uninformed population of consumers, interconnected through a directed social network. In the network, the monopolist offers rewards to informed consumers (influencers) conditional on informing uninformed…
We consider the diffusion of new products in the discrete Bass-SIR model, in which consumers who adopt the product can later "recover" and stop influencing their peers to adopt the product. To gain insight into the effect of the social…