Implications of social network structures on socially influenced decision-making

Abstract

Individuals often make decisions in a social environment where social influence can impact on people’s decision-making domains such as online purchasing, political voting and voluntary vaccine uptake. Social influence can be recognised as the intentional or unintentional change in an individual’s belief, perception, or behaviours caused by an information diffusion process embedded in a social network. However, there is limited research on how this diffusion process is shaped by the topology or structure of the social network. This work provides an exploratory and systematic analysis of how decision-making outcomes in a population can be affected by both the structure of the social network and the starting node of where new information starts to diffuse. Simulation results considering three common network structures highlight how social networks with clear community structures lead to a larger absolute impact on decision-making outcomes and networks where the social connections follow a preferential attachment rule show the largest relative impact than the others. The results also suggest scenarios in which introducing new pieces of information to the social network can facilitate the information diffusion process and produce a more significant impact in terms of the overall population decision-making process.