The concept of persuasive technology focuses on the idea of persuasive messages. Human beings are subject to multiple messages through multiple channels. Humans often respond based on roles that are learned and modified in their social environment. A way of talking about these roles is social networks. This paper discusses some familiar roles, ways of measuring these roles based on social network analysis, and shows how this kind of analysis can be used.
Steiny, D. F. (2009). Networks and Persuasive Messages. Communications of the Association for Information Systems, 24, pp-pp. https://doi.org/10.17705/1CAIS.02427