Influence propagation in modular networks

Aram Galstyan, Paul R. Cohen

Research output: Contribution to conferencePaperpeer-review


The objective of viral marketing is to utilize existing social interactions between customers for world-of-mouth advertising of products. In order to design effective marketing strategies, one needs to understand how influence is propagated across such social networks. Here we study a simple influence propagation process in a network composed of two loosely coupled communities. We find that for a certain range of network parameters, the dynamics of the influence propagation is characterized by a doubly-critical behavior. Our results also suggest that the presence of the community structure, or network modularity, might have important implications for choosing appropriate marketing strategies.

Original languageEnglish (US)
Number of pages3
StatePublished - 2008
Externally publishedYes
Event2008 AAAI Spring Symposium - Stanford, CA, United States
Duration: Mar 26 2008Mar 28 2008


Other2008 AAAI Spring Symposium
Country/TerritoryUnited States
CityStanford, CA

ASJC Scopus subject areas

  • Artificial Intelligence


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