Competitive influence in social networks: Convergence, submodularity, and competition effects

In the last 10 years, a vast amount of scientific literature has studied the problem of influence maximization. Yet, only very recently have scientists started considering the more realistic case in which competing entities try to expand their market and maximize their share via viral marketing. Goyal and Kearns [STOC 2012] present a model for the diffusion of two competing alternatives in a social network, which consists of two phases: one for the activation, in which nodes choose whether to adopt any of the two alternatives or none of them, and one for the selection, which is for choosing which of the two alternatives to adopt. In this work we consider this two-phase model, by composing some of the most known dynamics (threshold, voter, and logit models), and we ask the following questions: (1) How is the stationary distribution of the composition of these dynamics related to those of the single composing dynamics? (2) Does the number of adopters of one of the alternatives increase in a monotone and submodular way with respect to the set of initial adopters of that alternative? (3) To what extent does the competition among alternatives affect the total number of agents adopting one of the alternatives?