Persuasion on Networks
38 Pages Posted: 4 Aug 2020 Last revised: 2 Jul 2023
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Persuasion on Networks
Persuasion on Networks
Persuasion on Networks
Persuasion on Networks
Date Written: July 2020
Abstract
We analyze persuasion in a model in which each receiver can buy a direct access to the sender's signal or rely on her network connections to get it. For the sender, a higher bias increases the impact per direct receiver, yet diminishes the willingness of agents to receive information. Contrary to naive intuition, the optimal propaganda might target peripheral, rather than centrally-located agents, and is at its maximum levels when the probability that information flows between agents is close to zero or one, but not in-between. The impact of network density depends on this probability as well.
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