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Persuasion on Networks

Author

Listed:
  • Georgy Egorov
  • Konstantin Sonin

Abstract

We analyze persuasion in a model in which each receiver can buy a direct access to the sender's signal or rely on her network connections to get it. For the sender, a higher bias increases the impact per direct receiver, yet diminishes the willingness of agents to receive information. Contrary to naive intuition, the optimal propaganda might target peripheral, rather than centrally-located agents, and is at its maximum levels when the probability that information flows between agents is close to zero or one, but not in-between. The impact of network density depends on this probability as well.

Suggested Citation

  • Georgy Egorov & Konstantin Sonin, 2020. "Persuasion on Networks," NBER Working Papers 27631, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:27631
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    Cited by:

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    3. Sergei Guriev & Daniel Treisman, 2019. "Informational Autocrats," Journal of Economic Perspectives, American Economic Association, vol. 33(4), pages 100-127, Fall.
    4. Toygar T. Kerman & Anastas P. Tenev & Konstantin Zabarnyi, 2025. "Persuasion Gains and Losses from Peer Communication," Papers 2509.09099, arXiv.org.
    5. Toygar T. Kerman & Anastas P. Tenev, 2024. "Pitfalls of Information Spillovers in Persuasion," CERGE-EI Working Papers wp772, The Center for Economic Research and Graduate Education - Economics Institute, Prague.
    6. Yifan Zhang, 2024. "Persuasion in Networks: Can the Sender Do Better than Using Public Signals?," Papers 2404.18965, arXiv.org, revised Aug 2025.
    7. Cheng Li & Yancheng Xiao, 2023. "Information design, externalities, and government interventions," Journal of Public Economic Theory, Association for Public Economic Theory, vol. 25(4), pages 821-839, August.
    8. Wataru Tamura, 2025. "Information Design for Adaptive Organizations," Papers 2501.12669, arXiv.org.

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    More about this item

    JEL classification:

    • D85 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Network Formation
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • P16 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Capitalist Institutions; Welfare State

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