Effects of Time Horizons on Influence Maximization in the Voter Dynamics

In this paper we analyze influence maximization in the voter model with an active strategic and a passive influencing party in non-stationary settings. We thus explore the dependence of optimal influence allocation on the time horizons of the strategic influencer. We find that on undirected heterogeneous networks, for short time horizons, influence is maximized when targeting low-degree nodes, while for long time horizons influence maximization is achieved when controlling hub nodes. Furthermore, we show that for short and intermediate time scales influence maximization can exploit knowledge of (transient) opinion configurations. More in detail, we find two rules. First, nodes with states differing from the strategic influencer's goal should be targeted. Second, if only few nodes are initially aligned with the strategic influencer, nodes subject to opposing influence should be avoided, but when many nodes are aligned, an optimal influencer should shadow opposing influence.Comment: 22 page

Theories for influencer identification in complex networks

In social and biological systems, the structural heterogeneity of interaction networks gives rise to the emergence of a small set of influential nodes, or influencers, in a series of dynamical processes. Although much smaller than the entire network, these influencers were observed to be able to shape the collective dynamics of large populations in different contexts. As such, the successful identification of influencers should have profound implications in various real-world spreading dynamics such as viral marketing, epidemic outbreaks and cascading failure. In this chapter, we first summarize the centrality-based approach in finding single influencers in complex networks, and then discuss the more complicated problem of locating multiple influencers from a collective point of view. Progress rooted in collective influence theory, belief-propagation and computer science will be presented. Finally, we present some applications of influencer identification in diverse real-world systems, including online social platforms, scientific publication, brain networks and socioeconomic systems.Comment: 24 pages, 6 figure

Making the FTC ☺: An Approach to Material Connections Disclosures in the Emoji Age

In examining the rise of influencer marketing and emoji’s concurrent surge in popularity, it naturally follows that emoji should be incorporated into the FTC’s required disclosures for sponsored posts across social media platforms. While current disclosure methods the FTC recommends are easily jumbled or lost in other text, using emoji to disclose material connections would streamline disclosure requirements, leveraging an already-popular method of communication to better reach consumers. This Note proposes that the FTC adopts an emoji as a preferred method of disclosure for influencer marketing on social media. Part I discusses the rise of influencer marketing, the FTC and its history of regulating sponsored content, and the current state of regulation. Part II explores the proliferation of emoji as a method of communication, and the role of the Unicode Consortium in regulating the adoption of new emoji. Part III makes the case for incorporating emoji as a method of disclosure to bridge compliance gaps, and offers additional recommendations to increase compliance with existing regulations