气候变化领域集成服务门户(CCPortal): Network hubs cease to be influential in the presence of low levels of advertising

CCPortal

DOI	10.1073/pnas.2013391118
	Network hubs cease to be influential in the presence of low levels of advertising
	Rossman G.; Fisher J.C.
发表日期	2021
ISSN	00278424
卷号	118 期号:7
英文摘要	Attempts to find central “influencers,” “opinion leaders,” “hubs,” “optimal seeds,” or other important people who can hasten or slow diffusion or social contagion has long been a major research question in network science. We demonstrate that opinion leadership occurs only under conventional but implausible scope conditions. We demonstrate that a highly central node is a more effective seed for diffusion than a random node if nodes can only learn via the network. However, actors are also subject to external influences such as mass media and advertising. We find that diffusion is noticeably faster when it begins with a high centrality node, but that this advantage only occurs in the region of parameter space where external influence is constrained to zero and collapses catastrophically even at minimal levels of external influence. Importantly, nearly all prior agent-based research on choosing a seed or seeds implicitly occurs in the network influence only region of parameter space. We demonstrate this effect using preferential attachment, small world, and several empirical networks. These networks vary in how large the baseline opinion leadership effect is, but in all of them it collapses with the introduction of external influence. This implies that, in marketing and public health, advertising broadly may be underrated as a strategy for promoting network-based diffusion. © 2021 National Academy of Sciences. All rights reserved.
英文关键词	Networks \| diffusion \| marketing \| centrality \| opinion leader
语种	英语
scopus关键词	article; diffusion; human; leadership; marketing; mass medium; plant seed; public health message
来源期刊	Proceedings of the National Academy of Sciences of the United States of America
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/180662
作者单位	Department of Sociology, University of California, Los Angeles, CA 90095, United States; Institute for Social Research, University of Michigan, Ann Arbor, MI 48104, United States; Social Science Research Institute, Duke University, Durham, NC 27708, United States
推荐引用方式 GB/T 7714	Rossman G.,Fisher J.C.. Network hubs cease to be influential in the presence of low levels of advertising[J],2021,118(7).
APA	Rossman G.,&Fisher J.C..(2021).Network hubs cease to be influential in the presence of low levels of advertising.Proceedings of the National Academy of Sciences of the United States of America,118(7).
MLA	Rossman G.,et al."Network hubs cease to be influential in the presence of low levels of advertising".Proceedings of the National Academy of Sciences of the United States of America 118.7(2021).