Strategic Promotional Campaigns for Sustainable Behaviors: Maximizing Influence in Competitive Complex Contagions

We address the research gap in evaluating the effectiveness of network seeding strategies in maximizing the spread of beliefs within non-progressive competing complex contagions. Our study focuses on management perspective of devising promotional campaigns for sustainable and health behaviors. We conduct an extensive computational analysis on two empirical datasets, comparing four established strategies in two different scenarios. Our results show that it is possible to achieve widespread adoption of beliefs, even under very limited network information. However, this success requires a strategic approach that includes additional efforts to prevent the targeted influencers from abandoning these attitudes in the future.