Mobile crowdsensing has shown a great potential to address large-scale data sensing problems by allocating sensing tasks to pervasive mobile users. The mobile users will participate in a crowdsensing platform if they can receive satisfactory reward. In this paper, to effectively and efficiently recruit sufficient number of mobile users, i.e., participants, we investigate an optimal incentive mechanism of a crowdsensing service provider. We apply a two-stage Stackelberg game to analyze the participation level of the mobile users and the optimal incentive mechanism of the crowdsensing service provider using backward induction. In order to motivate the participants, the incentive is designed by taking into account the social network effects from the underlying mobile social domain. For example, in a crowdsensing-based road traffic information sharing application, a user can get a better and accurate traffic report if more users join and share their road information. We derive the analytical expressions for the discriminatory incentive as well as the uniform incentive mechanisms. To fit into practical scenarios, we further formulate a Bayesian Stackelberg game with incomplete information to analyze the interaction between the crowdsensing service provider and mobile users, where the social structure information (the social network effects) is uncertain. The existence and uniqueness of the Bayesian Stackelberg equilibrium are validated by identifying the best response strategies of the mobile users. Numerical results corroborate the fact that the network effects tremendously stimulate higher mobile participation level and greater revenue of the crowdsensing service provider. In addition, the social structure information helps the crowdsensing service provider to achieve greater revenue gain.
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