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arXiv 0706.0641physics.soc-ph
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社交网络中的信息传播流行病

Information diffusion epidemics in social networks

Jose Luis Iribarren, Esteban Moro

摘要:

社交网络中的信息传播动态在诸如谣言或时尚传播、产品创新的传播或“口碑”通信的过程中是至关重要的。由于特定信息在传播过程中很难被跟踪,因此对社交网络中信息传播的理解大多来自于模型或间接测量。在这里,我们提出了一个综合的实验和理论框架,以了解和定量预测信息如何以及何时在社交网络上传播。使用在病毒式营销活动中收集的数据,这些活动覆盖了11个欧洲市场的31,000多人,我们显示了参与者行为的很大程度的可变性,尽管他们面临着接收和转发相同信息的共同任务。这对信息传播产生了深远的影响:首先,大部分的传播是由于超级传播事件发生的,这在人口平均模型中被认为是异常的。其次,由于个人安排信息传输的方式不同,我们观察到社交网络中的信息传播在对数时间内会减慢。实验的定量描述是可能的,通过一个随机的分支过程,证实了异质性的重要性。由于在许多其他活动中发现了人类反应的强度和频率的高度可变性,因此我们的研究结果与许多其他人为驱动的扩散过程有关,如谣言,时尚,创新或新闻,这些过程对组织管理,通信,营销或电子社交社区具有重要影响。

英文摘要:

The dynamics of information dissemination in social networks is of paramount importance in processes such as rumors or fads propagation, spread of product innovations or "word-of-mouth" communications. Due to the difficulty in tracking a specific information when it is transmitted by people, most understanding of information spreading in social networks comes from models or indirect measurements. Here we present an integrated experimental and theoretical framework to understand and quantitatively predict how and when information spreads over social networks. Using data collected in Viral Marketing campaigns that reached over 31,000 individuals in eleven European markets, we show the large degree of variability of the participants' actions, despite them being confronted with the common task of receiving and forwarding the same piece of information. This have a profound effect on information diffusion: Firstly, most of the transmission takes place due to super-spreading events which would be considered extraordinary in population-average models. Secondly, due to the different way individuals schedule information transmission we observe a slowing down of the spreading of information in social networks that happens in logarithmic time. Quantitative description of the experiments is possible through an stochastic branching process which corroborates the importance of heterogeneity. Since high variability of both the intensity and frequency of human responses are found in many other activities, our findings are pertinent to many other human driven diffusion processes like rumors, fads, innovations or news which has important consequences for organizations management, communications, marketing or electronic social communities.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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