We study the impact of social influence on the performance of ads on social networks. Using data for several ads on Facebook for two different firms, we measure the impact of past connections on the click rate and endorsement rate of ads. We find that increase in the connections does not lead to an increase in the click performance and may even decrease the click performance. We also find that ...

This review article reveals that men are generally more influential than women, although the gender difference depends on several moderators. Relative to men, women are particularly less influential when using dominant forms of communication, whereas the male advantage in influence is reduced in domains that are traditionally associated with the female role and in group settings in which more t...

Social influences, the phenomena that one individual’s actions can induce similar behaviors among his/her friends via their social ties, have been observed prevailingly in socially networked systems. While most existing work focuses on studying general, macro-level influence (e.g., diffusion); equally important is to understand social influence at microscopic scales (i.e., at the granularity of...

Interaction between decision makers may affect their preferences. We consider a setup in which each individual is characterized by two sets of preferences: his unchanged core preferences and his behavioral preferences. Each individual has a social influence function that determines his behavioral preferences given his core preferences and the behavioral preferences of other individuals in his g...

We consider a simple and altruistic multiagent system in which the agents are eager to perform a collective task but where their real engagement depends on the willingness to perform the task of other influential agents. We model this scenario by an influence game, a cooperative simple game in which a team (or coalition) of players succeeds if it is able to convince enough agents to participate...

Social influence in groups was a major focus of the emerging field of social psychology at the turn of the 20th century. This focus was evident in early interest in such phenomena as sympathy, imitation, suggestion, the crowd, and the group mind. It also was reflected in the first experimental problem in social psychology: “What change in an individual’s normal solitary performance occurs when ...

This paper considers a game played among players who seek to extract payoffs from a group of individuals subject to local interaction effects. We are interested in the relation between the network of social interaction and equilibrium actions and payoffs. We start with an analysis of two economic examples – strategic advertising in the presence of word of mouth advertising and social non-compet...