TY - GEN

T1 - Control of preferences in social networks

AU - Chasparis, Georgios C.

AU - Shamma, Jeff S.

PY - 2010/12/1

Y1 - 2010/12/1

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

T2 - 2010 49th IEEE Conference on Decision and Control, CDC 2010

Y2 - 15 December 2010 through 17 December 2010

ER -