Chapter 7

Influence Diffusion and Contagion

Abstract

A specific kind of diffusion is the social force of influence that is covered in this chapter. Influence is the main source of social persuasion among friends and neighbors. This is of particular interest in marketing and understanding how people make decisions, for example, for consumption as well as politics. The stochastic model is presented. We review a model of social learning that began with DeGroot and discuss influence in social networking platforms. At the core of theory of reasoned action is influence that an individual experiences from the network of nearby friends and neighbors. The influence measure in Klout is reviewed. Exercises cover extensions of influence with machine ...

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