Control of preferences in social networks

Georgios C. Chasparis, Jeff S. Shamma

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

30 Scopus citations


We consider the problem of deriving optimal advertising policies for the spread of innovations in a social network. We seek to compute policies that account for i) endogenous network influences, ii) the presence of competitive firms, that also wish to influence the network, and iii) possible uncertainties in the network model. Contrary to prior work in optimal advertising, which also accounts for network influences, we assume a dynamic model of preferences and we compute optimal policies for either finite or infinite horizons. We also compute robust optimal policies in the case where the evolution of preferences is also affected by external disturbances. Finally, in the presence of a competitive firm, we compute optimal Stackelberg and Nash solutions.

Original languageEnglish (US)
Title of host publication2010 49th IEEE Conference on Decision and Control, CDC 2010
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Print)9781424477456
StatePublished - 2010
Externally publishedYes
Event49th IEEE Conference on Decision and Control, CDC 2010 - Atlanta, United States
Duration: Dec 15 2010Dec 17 2010

Publication series

NameProceedings of the IEEE Conference on Decision and Control
ISSN (Print)0743-1546
ISSN (Electronic)2576-2370


Conference49th IEEE Conference on Decision and Control, CDC 2010
Country/TerritoryUnited States

ASJC Scopus subject areas

  • Control and Systems Engineering
  • Modeling and Simulation
  • Control and Optimization


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