In this paper, we connect the social network theory on centrality measures to the economic theory of preferences and utility. Using the fact that networks form a special class of cooperative TU-games, we provide a foundation for the degree measure as a von Neumann-Morgenstern expected utility...

We experimentally investigate how players with opposing views compete for influence through strategic targeting in networks. We varied the network structure, the relative influence of the opponent, and the heterogeneity of the nodes' initial opinions. Although most players adopted a...