@inproceedings{marin-2025-social,
    title = "Social Influence in Consumer Response to Advertising: A Model of Conversational Engagement",
    author = "Mar{\'i}n, Javier",
    editor = "Hale, James  and
      Deuksin Kwon, Brian  and
      Dutt, Ritam",
    booktitle = "Proceedings of the Third Workshop on Social Influence in Conversations (SICon 2025)",
    month = jul,
    year = "2025",
    address = "Vienna, Austria",
    publisher = "Association for Computational Linguistics",
    url = "https://preview.aclanthology.org/landing_page/2025.sicon-1.11/",
    pages = "137--144",
    ISBN = "979-8-89176-266-4",
    abstract = {This paper explores social influence in consumer responses to advertising through investment-mediated conversational dynamics. We implement conversational engagement via advertising expenditure patterns, recognizing that marketing spend directly translates into conversational volume and reach across multi-channel ecosystems. Our approach integrates social psychology frameworks with statistical physics analogies as epistemic scaffolding following Ruse{'}s {\"a}nalogy as heuristic'' idea. The model introduces three parameters{---}Marketing Sensitivity, Response Sensitivity, and Behavioral Sensitivity{---}quantifying emergent properties of investment-driven influence networks. Validation against three real-world datasets shows competitive performance compared to conventional approaches of modeling the consumer response curve like Michaelis-Menten and Hill equations, with context-dependent advantages in network-driven scenarios. These findings illustrate how advertising ecosystems operate as complex adaptive systems (CAS) where influence propagates through investment-amplified conversational networks.}
}