This is not the latest version of this item. The latest version can be found here.
Social Persuasion in Online and Physical Networks
Name
SocialPersuasioninOnlineandPhysicalNetworks-Finalversionuploaded.pdf
Description
Accepted version
Size
946.06 KB
Format
Adobe PDF
Checksum (MD5)
d0d26221c873c19dc2ad065e3e335c23
Author(s)
Singh, Vivek K.
Mani, Ankur
Pentland, Alex
Date Issued
December 2014
Publisher
Institute of Electrical and Electronics Engineers (IEEE)
Citation
Singh, Vivek K., Mani, Ankur and Pentland, Alex. 2014. "Social Persuasion in Online and Physical Networks." 102 (12).
Version
Author's final manuscript
Abstract
© 1963-2012 IEEE. Social persuasion to influence the actions, beliefs, and behaviors of individuals, embedded in a social network, has been widely studied. It has been applied to marketing, healthcare, sustainability, political campaigns, and public policy. Traditionally, there has been a separation between physical (offline) and cyber (online) worlds. While persuasion methods in the physical world focused on strong interpersonal trust and design principles, persuasion methods in the online world were rich on data-driven analysis and algorithms. Recent trends including Internet of Things, 'big data,' and smartphone adoption point to the blurring divide between the cyber world and the physical world in the following ways. Fine grained data about each individual's location, situation, social ties, and actions are collected and merged from different sources. The messages for persuasion can be transmitted through both worlds at suitable times and places. The impact of persuasion on each individual is measurable. Hence, we posit that the social persuasion will soon be able to span seamlessly across these worlds and will be able to employ computationally and empirically rigorous methods to understand and intervene in both cyber and physical worlds. Several early examples indicate that this will impact the fundamental facets of persuasion including who, how, where, and when, and pave way for multiple opportunities as well as research challenges.
MIT Department
Massachusetts Institute of Technology. Media Laboratory
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike
Persistent DSpace Link
DOI of Published Version
10.1109/jproc.2014.2363986
