Discussion paper

DP13723 Persuasion on Networks

We analyze persuasion in a model, in which each receiver might buy a direct access to the sender's signal or to rely on her network connections to get it. For the sender, a higher slant 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 nearly one, but not in-between. The impact of the network density depends on this probability as well.


Sonin, K and G Egorov (2019), ‘DP13723 Persuasion on Networks‘, CEPR Discussion Paper No. 13723. CEPR Press, Paris & London. https://cepr.org/publications/dp13723