Integrating social network effects in product design and diffusion
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- Tez No: 400093
- Danışmanlar: PROF. SUBRAMANİAN RAGHAVAN
- Tez Türü: Doktora
- Konular: Endüstri Ürünleri Tasarımı, Industrial Design
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2012
- Dil: İngilizce
- Üniversite: Unıversıty Of Maryland College Park
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
Connectivities among people are amplified with recent advancements in internettechnology increasing the number of communication channels. Information spread overthese networks strengthen the social influence among individuals and affect their purchasingdecisions. In this thesis, we study three problems in the product design and diffusioncontext by integrating such social network effects where influence takes place over neighborhoodrelationship ties among the users of the product. We consider the setting wherepeer influence plays a significant role in a consumer?s product choice or there is a tangiblebenefit from using the same product as the rest of one?s social network.Building upon the well-known Share-of-Choice problem, we model an influencestructure and define the Share-of-Choice problem with Network Effects. It is an NP-Hardcombinatorial optimization problem which we solve using a Genetic Algorithm. Usingsimulated data we show that ignoring social network effects in the design phase of aproduct results in a significantly lower market share for a product. Our genetic algorithmobtains near-optimal solutions and is very robust in terms of its running time, scalability,and ability to adapt to additional constraints/variations of the model. In this setting, weintroduce a product diffusion problem, the Least Cost Influence Problem, which increasesthe market share of a product by intervening the natural diffusion of it over the socialnetwork. This intervention is in the form of incentive supply to a group of people in aleast costly way while maximizing the spread of the product.We generalize the Least Cost Influence Problem by moving away from the marketingsetting and by treating the previous product as any piece of ?information? that canspread over a social network by adoption. We show that this problem is polynomiallysolvable over tree networks under some conditions. We provide a Dynamic Programmingalgorithm to solve this problem and show that it can be interpreted as a greedy algorithmthat gives incentives starting with the people that are least influenced by their neighbors,albeit the definition of susceptibility to influence from neighbors is updated throughoutthe algorithm.We introduce a two dimensional influence model and extend our modeling and solutionmethods for the product line design problem which involves designing multipleproducts within the same product line with the objective of appealing to the heterogeneousstructure of the market. The first dimension of influence is the affection of individualsfrom using the same product, and the second dimension is the influence of using asimilar product from the same product line which has a lower intensity of influence. Wereexamine the Least Cost Influence Problem in the product line setting.
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ADNAN GÖRÜR
Yüksek Lisans
Türkçe
1986
Makine MühendisliğiUludağ ÜniversitesiElektronik Mühendisliği Ana Bilim Dalı
DOÇ.DR. H. ERGUN BAYRAKÇI
