Marketing Impact on Diffusion in Social Networks

TL;DR

This paper extends the standard threshold model of social networks to include marketing influences, analyzing logical properties of influence relations for promotional and preventive marketing with formal logical systems.

Contribution

It introduces a formal logical framework for understanding marketing influence in social networks, extending Armstrong's axioms to this context.

Findings

Developed logical systems for promotional and preventive marketing influence

Proved soundness and completeness of the proposed logical systems

Extended Armstrong's axioms to social network influence relations

Abstract

The paper proposes a way to add marketing into the standard threshold model of social networks. Within this framework, the paper studies logical properties of the influence relation between sets of agents in social networks. Two different forms of this relation are considered: one for promotional marketing and the other for preventive marketing. In each case a sound and complete logical system describing properties of the influence relation is proposed. Both systems could be viewed as extensions of Armstrong's axioms of functional dependency from the database theory.