Conformity-based cooperation in online social networks: The effect of heterogeneous social influence

This paper extends the conformity model by introducing heterogeneous social influence into the analysis. We associate the influence of a player in the network with its degree centrality assuming that players of higher degree exhibit more social influence on its neighbors. The results show that the equilibrium level of cooperators can be dramatically enhanced if the conformity-driven players are preferentially influenced by neighbors of higher degree. We attribute this finding to two elementary mechanisms in the evolutionary process: (1) degree-based social influence facilitates the formation of strategic clusters around hubs; and (2) payoff-heterogeneity between cooperative clusters and defective clusters contributes to the promotion of cooperation. This research reveals the important role of heterogeneous social influence on the emergence of cooperation in social networks.