Entry Point Matters - Effective Introduction of Innovation in Social Networks

Ramon Hermoso, Maria Fasli

2015

Abstract

Social networks have grown massively in the last few years and have become a lot more than mere message exchange platforms. Apart from serving purposes such as linking friends and family, job linking or news feeding, their nearly pervasive nature and presence in day-to-day activities make them the biggest potential market and access platform to hundreds of millions of customers ever built. Faced with such a complex and challenging environment, we claim that introducing innovation in an efficient way in such networks is of extreme importance. In this paper, we put forward a mechanism to select suitable entry points in the network to introduce the innovation, so fostering its acceptance and enhancing its diffusion. To do this, we use the underlying structure of the network as well as the influencing power some users exercise over others. We present results of testing our approach with both a Facebook dataset and different examples of random networks.

Paper Citation

in Harvard Style

Hermoso R. and Fasli M. (2015). Entry Point Matters - Effective Introduction of Innovation in Social Networks . In Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 2: ICAART, ISBN 978-989-758-074-1, pages 17-26. DOI: 10.5220/0005172700170026

in Bibtex Style

@conference{icaart15,
author={Ramon Hermoso and Maria Fasli},
title={Entry Point Matters - Effective Introduction of Innovation in Social Networks},
booktitle={Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 2: ICAART,},
year={2015},
pages={17-26},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005172700170026},
isbn={978-989-758-074-1},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Agents and Artificial Intelligence - Volume 2: ICAART,
TI - Entry Point Matters - Effective Introduction of Innovation in Social Networks
SN - 978-989-758-074-1
AU - Hermoso R.
AU - Fasli M.
PY - 2015
SP - 17
EP - 26
DO - 10.5220/0005172700170026