复杂社交网络中的广告和不可逆意见传播
Advertising and irreversible opinion spreading in complex social networks
摘要：
在小世界和无标度网络上，利用磁伊甸园模型研究了不可逆的意见传播现象，磁伊甸园模型是一种用于与热浴接触的二元混合物生长的非平衡动力学模型。在这个模型中，一个人的观点会受到他们熟人的影响，但观点的改变（类似于伊辛模型中的自旋翻转）是不允许的。我们关注的是广告的影响力，这是由外部磁场来表示的。温度和场之间的相互作用和竞争导致有序-无序转变，发现这也取决于连接密度和复杂网络衬底的拓扑结构。广告活动的效果与可变的持续时间，以及最佳的成本效益的战略，以实现共识，在不同的情况下，也进行了讨论。
英文摘要：
Irreversible opinion spreading phenomena are studied on small-world and scale-free networks by means of the magnetic Eden model, a nonequilibrium kinetic model for the growth of binary mixtures in contact with a thermal bath. In this model, the opinion of an individual is affected by those of their acquaintances, but opinion changes (analogous to spin flips in an Ising-like model) are not allowed. We focus on the influence of advertising, which is represented by external magnetic fields. The interplay and competition between temperature and fields lead to order-disorder transitions, which are found to also depend on the link density and the topology of the complex network substrate. The effects of advertising campaigns with variable duration, as well as the best cost-effective strategies to achieve consensus within different scenarios, are also discussed.
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