TY - GEN
T1 - Control of preferences in social networks
AU - Chasparis, Georgios C.
AU - Shamma, Jeff S.
PY - 2010
Y1 - 2010
N2 - We consider the problem of deriving optimal advertising policies for the spread of innovations in a social network. We seek to compute policies that account for i) endogenous network influences, ii) the presence of competitive firms, that also wish to influence the network, and iii) possible uncertainties in the network model. Contrary to prior work in optimal advertising, which also accounts for network influences, we assume a dynamic model of preferences and we compute optimal policies for either finite or infinite horizons. We also compute robust optimal policies in the case where the evolution of preferences is also affected by external disturbances. Finally, in the presence of a competitive firm, we compute optimal Stackelberg and Nash solutions.
AB - We consider the problem of deriving optimal advertising policies for the spread of innovations in a social network. We seek to compute policies that account for i) endogenous network influences, ii) the presence of competitive firms, that also wish to influence the network, and iii) possible uncertainties in the network model. Contrary to prior work in optimal advertising, which also accounts for network influences, we assume a dynamic model of preferences and we compute optimal policies for either finite or infinite horizons. We also compute robust optimal policies in the case where the evolution of preferences is also affected by external disturbances. Finally, in the presence of a competitive firm, we compute optimal Stackelberg and Nash solutions.
UR - http://www.scopus.com/inward/record.url?scp=79953150919&partnerID=8YFLogxK
U2 - 10.1109/CDC.2010.5717491
DO - 10.1109/CDC.2010.5717491
M3 - Conference contribution
AN - SCOPUS:79953150919
SN - 9781424477456
T3 - Proceedings of the IEEE Conference on Decision and Control
SP - 6651
EP - 6656
BT - 2010 49th IEEE Conference on Decision and Control, CDC 2010
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 49th IEEE Conference on Decision and Control, CDC 2010
Y2 - 15 December 2010 through 17 December 2010
ER -