Multi-Winner Contests for Strategic Diffusion in Social Networks

Abstract: Strategic diffusion encourages participants to take active roles in promoting stakeholders' agendas by rewarding successful referrals. As social media continues to transform the way people communicate, strategic diffusion has become a powerful tool for stakeholders to influence people's decisions or behaviors for desired objectives. Existing reward mechanisms for strategic diffusion are usually either vulnerable to false-name attacks or not individually rational for participants that have made successful referrals. Here, we introduce a novel multi-winner contests (MWC) mechanism for strategic diffusion in social networks. The MWC mechanism satisfies several desirable properties, including false-name-proofness, individual rationality, budget constraint, monotonicity, and subgraph constraint. Numerical experiments on four real-world social network datasets demonstrate that stakeholders can significantly boost participants' aggregated efforts with proper design of competitions. Our work sheds light on how to design manipulation-resistant mechanisms with appropriate contests.