2013/08/24 by Ernesto Estrada, Estrada, Ernesto, Eusebio Vargas-Estrada +1
Computer Science · Physics and Astronomy · Social Sciences · #Complex Network Analysis Techniques #Opinion Dynamics and Social Influence #Social Capital and Networks #cs.SI #physics.soc-ph
paper · pdf · doi:10.48550/arxiv.1308.5317
58 pages including Supplementary informastion
arxiv created 2013/08/24 · arxiv updated 2013/08/27
What is the effect of the combined direct and indirect social influences-peer pressure (PP)-on a social groups collective decisions? We present a model that captures PP as a function of the socio-cultural distance between individuals in a social group. Using this model and empirical data from 15 real-world social networks we found that the PP level determines how fast a social group reaches consensus. More importantly, the levels of PP determine the leaders who can achieve full control of their social groups. PP can overcome barriers imposed upon a consensus by the existence of tightly connected communities with local leaders or the existence of leaders with poor cohesiveness of opinions. A moderate level of PP is also necessary to explain the rate at which innovations diffuse through a variety of social groups.