CONICET | Buscador de Institutos y Recursos Humanos

Irreversible opinion spreading phenomena are studied on small-world and scale-free networks by means of the magnetic Eden model, a nonequilibrium kinetic model for the growth of binary mixtures in contact with a thermal bath. In this model, the opinion of an individual is aﬀected by those of their acquaintances, but opinion changes (analogous to spin ﬂips in an Ising-like model) are not allowed. We focus on the inﬂuence of advertising, which is represented by external magnetic ﬁelds. The interplay and competition between temperature and ﬁelds lead to orderdisorder transitions, which are found to also depend on the link density and the topology of the complex network substrate. The eﬀects of advertising campaigns with variable duration, as well as the best cost-eﬀective strategies to achieve consensus within diﬀerent scenarios, are also discussed.