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Integrating Social Network Effects in the Share-Of-Choice Problem

机译：在选择份额问题中整合社交网络效应

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摘要

Accounting for social network effects in marketing strategies has become an important issue. Taking a step back, we seek to incorporate and analyze social network effects on new product development and then propose a model to engineer product diffusion over a social network. We build upon the share-of-choice (SOC) problem, which is a strategic combinatorial optimization problem used commonly as one of the methods to analyze conjoint analysis data by marketers in order to identify a product with largest market share, and show how to incorporate social network effects in the SOC problem. We construct a genetic algorithm to solve this computationally challenging (NP-Hard) problem and show that ignoring social network effects in the design phase results in a significantly lower market share for a product. In this setting, we introduce the secondary operational problem of determining the least expensive way of influencing individuals and strengthening product diffusion over a social network. This secondary problem is of independent interest, as it addresses contagion models and the issue of intervening in diffusion over a social network, which are of significant interest in marketing and epidemiological settings.
机译：在营销策略中考虑社交网络效应已成为一个重要问题。退后一步，我们寻求纳入和分析社交网络对新产品开发的影响，然后提出一种模型来设计产品在社交网络上的传播。我们以选择份额（SOC）问题为基础，这是一个战略性组合优化问题，通常用作营销人员分析联合分析数据以识别最大市场份额的方法之一，并展示如何将社交网络效应纳入SOC问题。我们构建了一种遗传算法来解决此计算难题（NP-Hard）问题，并表明在设计阶段忽略社交网络的影响会导致产品的市场份额大大降低。在这种情况下，我们引入了次要的操作问题，即确定影响个人和加强产品在社交网络上的传播的最廉价方式。这个次要问题具有独立的利益，因为它解决了传染模型和干预通过社交网络传播的问题，这在市场营销和流行病学环境中引起了极大的兴趣。

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