For maximizing influence spread in a social network, given a certain budget on the number of seed nodes, we investigate the effects of selecting and activating the seed nodes in multiple phases. In particular, we formulate an appropriate objective function for two-phase influence maximization under the independent cascade model, investigate its properties, and propose algorithms for determining the seed nodes in the two phases. We also study the problem of determining an optimal budget-split and delay between the two phases.
A growing number of people use social media to seek information or coordinate relief activities in times of crisis. Thus, social media is increasingly deployed by emergency agencies as well to reach more people in crisis situations. However, the large amount of available data on social media could also be used by emergency agencies to understand how they are perceived by the public and to improve their communication. In this study, we examined the Twitter communication about the German emergency agency "Johanniter-Unfall-Hilfe" by conducting a frequency, sentiment, social network and content a…
Researchers have attempted to model information diffusion and topic trends and lifecycle on online social networks. They have investigated the role of content, social connections and communities, familiarity and behavioral similarity in this context. The current article presents a survey of representative models that perform topic analysis, capture information diffusion, and explore the properties of social connections in the context of online social networks. The article concludes with a set of outlines of open problems and possible directions of future research interest. This article is inte…
One major feature of social networks (e.g., massive online social networks) is the dissemination of information, such as news, rumors and opinions. Information can be propagated via natural connections in written, oral or electronic forms. The physics of information diffusion has been changed with the mainstream adoption of the Internet and Web. Until a few years ago, the major barrier for someone who wanted a piece of information to spread through a community was the cost of the technical infrastructure required to reach a large number of people. Today, with widespread access to the Internet,…
The emergence of online social networks has greatly facilitated the diffusion of information and behaviors. While the two diffusion processes are often intertwined, "talking the talk" does not necessarily mean "walking the talk"--those who share information about an action may not actually participate in it. We do not know if the diffusion of information and behaviors are similar, or if social influence plays an equally important role in these processes. Integrating text mining, social network analyses, and survival analysis, this research examines the concurrent spread of information and beha…
Online social networks facilitate the diffusion of misinformation. Some theorists construe the problem of misinformation as a problem of knowledge, hence of ignorance. This assumption leads to solutions in which misinformation (false belief) is resisted by good information (true belief). We argue that information is better understood as gossip. We believe that gossip spreads as part of an economy of social capital that has a specific discursive grammar that mimics ordinary human gossip. But there are some critical differences. These differences have immense and divisive social and political ef…
Social contagion has been studied in various contexts. Many instances of social contagion can be modeled as an infection process where a specific state (adoption of product, fad, knowledge, behavior, etc.) spreads from individual to individual through links between them. In the meantime, other forms of social contagion may better be understood as a diffusion process where the state of an individual tends to assimilate with the social norm (i.e., local average state) within his/her neighborhood. Unlike infection scenarios where influence is nonlinear, unidirectional, fast, and potentially disru…
Bots have been playing a crucial role in online platform ecosystems, as efficient and automatic tools to generate content and diffuse information to the social media human population. In this chapter, we will discuss the role of social bots in content spreading dynamics in social media. In particular, we will first investigate some differences between diffusion dynamics of content generated by bots, as opposed to humans, in the context of political communication, then study the characteristics of bots behind the diffusion dynamics of social media spam campaigns.
Social relationships can be divided into different classes based on the regularity with which they occur and the similarity among them. Thus, rare and somewhat similar relationships are random and cause noise in a social network, thus hiding the actual structure of the network and preventing an accurate analysis of it. In this context, in this paper we propose a process to handle social network data that exploits temporal features to improve the detection of communities by existing algorithms. By removing random interactions, we observe that social networks converge to a topology with more pur…
Dynamic models and statistical inference for the diffusion of information in social networks is an area which has witnessed remarkable progress in the last decade due to the proliferation of social networks. Modeling and inference of diffusion of information has applications in targeted advertising and marketing, forecasting elections, predicting investor sentiment and identifying epidemic outbreaks. This chapter discusses three important aspects related to information diffusion in social networks: (i) How does observation bias named friendship paradox (a graph theoretic consequence) and monop…
Online social networks such as Twitter and Facebook have gained tremendous popularity for information exchange. The availability of unprecedented amounts of digital data has accelerated research on information diffusion in online social networks. However, the mechanism of information spreading in online social networks remains elusive due to the complexity of social interactions and rapid change of online social networks. Much of prior work on information diffusion over online social networks has based on empirical and statistical approaches. The majority of dynamical models arising from infor…
The problem of maximizing information diffusion, given a certain budget expressed in terms of the number of seed nodes, is an important topic in social networks research. Existing literature focuses on single phase diffusion where all seed nodes are selected at the beginning of diffusion and all the selected nodes are activated simultaneously. This paper undertakes a detailed investigation of the effect of selecting and activating seed nodes in multiple phases. Specifically, we study diffusion in two phases assuming the well-studied independent cascade model. First, we formulate an objective f…
This article presents a novel approach for learning low-dimensional distributed representations of users in online social networks. Existing methods rely on the network structure formed by the social relationships among users to extract these representations. However, the network information can be obsolete, incomplete or dynamically changing. In addition, in some cases, it can be prohibitively expensive to get the network information. Therefore, we propose an alternative approach based on observations from topics being talked on in social networks. We utilise the time information of users ado…
In the last few years, Online Social Networks (OSNs) attracted the interest of a large number of researchers, thanks to their central role in the society. Through the analysis of OSNs, many social phenomena have been studied, such as the viral diffusion of information amongst people. What is still unclear is the relation between micro-level structural properties of OSNs (i.e. the properties of the personal networks of the users, also known as ego networks) and the emergence of such phenomena. A better knowledge of this relation could be essential for the creation of services for the Future Int…
Ties between individuals on a social network can represent different dimensions of interactions, and the spreading of information and innovations on these networks could potentially be driven by some dimensions more than by others. In this paper we investigate this issue by studying the diffusion of microfinance within rural India villages and accounting for the whole multilayer structure of the underlying social networks. We define a new measure of node centrality, diffusion versatility, and show that this is a better predictor of microfinance participation rate than previously introduced mea…
Detecting and suspending fake accounts (Sybils) in online social networking (OSN) services protects both OSN operators and OSN users from illegal exploitation. Existing social-graph-based defense schemes effectively bound the accepted Sybils to the total number of social connections between Sybils and non-Sybil users. However, Sybils may still evade the defenses by soliciting many social connections to real users. We propose SybilFence, a system that improves over social-graph-based Sybil defenses to further thwart Sybils. SybilFence is based on the observation that even well-maintained fake a…
Current social networks are of extremely large-scale generating tremendous information flows at every moment. How information diffuse over social networks has attracted much attention from both industry and academics. Most of the existing works on information diffusion analysis are based on machine learning methods focusing on social network structure analysis and empirical data mining. However, the dynamics of information diffusion, which are heavily influenced by network users' decisions, actions and their socio-economic interactions, is generally ignored by most of existing works. In this p…
University of California, Davis（加州大学戴维斯分校）；Hanyang University（汉阳大学）
Content popularity prediction has been extensively studied due to its importance and interest for both users and hosts of social media sites like Facebook, Instagram, Twitter, and Pinterest. However, existing work mainly focuses on modeling popularity using a single metric such as the total number of likes or shares. In this work, we propose Diffusion-LSTM, a memory-based deep recurrent network that learns to recursively predict the entire diffusion path of an image through a social network. By combining user social features and image features, and encoding the diffusion path taken thus far wi…
Strategic diffusion encourages participants to take active roles in promoting stakeholders' agendas by rewarding successful referrals. As social media continues to transform the way people communicate, strategic diffusion has become a powerful tool for stakeholders to influence people's decisions or behaviors for desired objectives. Existing reward mechanisms for strategic diffusion are usually either vulnerable to false-name attacks or not individually rational for participants that have made successful referrals. Here, we introduce a novel multi-winner contests (MWC) mechanism for strategic …
This paper deals with the statistical signal pro- cessing over graphs for tracking infection diffusion in social networks. Infection (or Information) diffusion is modeled using the Susceptible-Infected-Susceptible (SIS) model. Mean field approximation is employed to approximate the discrete valued infected degree distribution evolution by a deterministic ordinary differential equation for obtaining a generative model for the infection diffusion. The infected degree distribution is shown to follow polynomial dynamics and is estimated using an exact non- linear Bayesian filter. We compute poster…
The importance of the ability of predict trends in social media has been growing rapidly in the past few years with the growing dominance of social media in our everyday's life. Whereas many works focus on the detection of anomalies in networks, there exist little theoretical work on the prediction of the likelihood of anomalous network pattern to globally spread and become "trends". In this work we present an analytic model the social diffusion dynamics of spreading network patterns. Our proposed method is based on information diffusion models, and is capable of predicting future trends based…
We study the diffusion behavior of real-time information. Typically, real-time information is valuable only for a limited time duration, and hence needs to be delivered before its "deadline." Therefore, real-time information is much easier to spread among a group of people with frequent interactions than between isolated individuals. With this insight, we consider a social network which consists of many cliques and information can spread quickly within a clique. Furthermore, information can also be shared through online social networks, such as Facebook, twitter, Youtube, etc. We characterize …
With the advent of social media, different companies often promote competing products simultaneously for word-of-mouth diffusion and adoption by users in social networks. For such scenarios of competitive diffusion, prior studies show that the weaker product will soon become extinct (i.e., "winner takes all"). It is intriguing to observe that in practice, however, competing products, such as iPhone and Android phone, often coexist in the market. This discrepancy may result from many factors such as the phenomenon that a user in the real world may not spread its use of a product due to dissatis…
Prevention and intervention work done within community settings often face unique analytic challenges for rigorous evaluations. Since community prevention work (often geographically isolated) cannot be controlled in the same way other prevention programs and these communities have an increased level of interpersonal interactions, rigorous evaluations are needed. Even when the `gold standard' randomized control trials are implemented within community intervention work, the threats to internal validity can be called into question given informal social spread of information in closed network sett…
In this big data era, more and more social activities are digitized thereby becoming traceable, and thus the studies of social networks attract increasing attention from academia. It is widely believed that social networks play important role in the process of information diffusion. However, the opposite question, i.e., how does information diffusion process rebuild social networks, has been largely ignored. In this paper, we propose a new framework for understanding this reversing effect. Specifically, we first introduce a novel information diffusion model on social networks, by considering t…
State-of-the-art Graph Neural Networks (GNNs) have achieved tremendous success in social event detection tasks when restricted to a closed set of events. However, considering the large amount of data needed for training a neural network and the limited ability of a neural network in handling previously unknown data, it remains a challenge for existing GNN-based methods to operate in an open set setting. To address this problem, we design a Quality-aware Self-improving Graph Neural Network (QSGNN) which extends the knowledge from known to unknown by leveraging the best of known samples and reli…
Statistical inference using social sensors is an area that has witnessed remarkable progress and is relevant in applications including localizing events for targeted advertising, marketing, localization of natural disasters and predicting sentiment of investors in financial markets. This chapter presents a tutorial description of four important aspects of sensing-based information diffusion in social networks from a communications/signal processing perspective. First, diffusion models for information exchange in large scale social networks together with social sensing via social media networks…
Precise user and item embedding learning is the key to building a successful recommender system. Traditionally, Collaborative Filtering(CF) provides a way to learn user and item embeddings from the user-item interaction history. However, the performance is limited due to the sparseness of user behavior data. With the emergence of online social networks, social recommender systems have been proposed to utilize each user's local neighbors' preferences to alleviate the data sparsity for better user embedding modeling. We argue that, for each user of a social platform, her potential embedding is i…
There is considerable interest in developing predictive capabilities for social diffusion processes, for instance to permit early identification of emerging contentious situations, rapid detection of disease outbreaks, or accurate forecasting of the ultimate reach of potentially viral ideas or behaviors. This paper proposes a new approach to this predictive analytics problem, in which analysis of meso-scale network dynamics is leveraged to generate useful predictions for complex social phenomena. We begin by deriving a stochastic hybrid dynamical systems (S-HDS) model for diffusion processes t…
The spread of socially-learnt behaviours occurs in many animal species, and understanding how behaviours spread can provide novel insights into the causes and consequences of sociality. Within wild populations, behaviour spread is often assumed to occur as a "simple contagion". Yet, emerging evidence suggests behaviours may frequently spread as "complex contagions", and this holds significant ramifications for the modes and extent of transmission. We present a new framework enabling comprehensive examination of behavioural contagions by integrating social-learning strategies into network-based…
Information diffusion is a fundamental process that takes place over networks. While it is rarely realistic to observe the individual transmissions of the information diffusion process, it is typically possible to observe when individuals first publish the information. We look specifically at previously published algorithm NETINF that probabilistically identifies the optimal network that best explains the observed infection times. We explore how the algorithm could perform on a range of intrinsically different social and information network topologies, from news blogs and websites to Twitter t…
This paper has been withdrawn by the author due to a crucial sign error in equation 1. With the advance of online social networks, there has been extensive research on how to spread influence in online social networks, and many algorithms and models have been proposed. However, many fundamental problems have also been overlooked. Among those, the most important problems are the incentive aspect and the privacy aspect (eg, nodes' relationships) of the influence propagation in online social networks. Bearing these defects in mind, and incorporating the powerful tool from differential privacy, we…
Axelrod's model describes the dissemination of a set of cultural traits in a society constituted by individual agents. In a social context, nevertheless, individual choices toward a specific attitude are also at the basis of the formation of communities, groups and parties. The membership in a group changes completely the behavior of single agents who start acting according to a social identity. Groups act and interact among them as single entities, but still conserve an internal dynamics. We show that, under certain conditions of social dynamics, the introduction of group dynamics in a cultur…
University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）
Recent years have witnessed tremendous interest in understanding and predicting information spread on social media platforms such as Twitter, Facebook, etc. Existing diffusion prediction methods primarily exploit the sequential order of influenced users by projecting diffusion cascades onto their local social neighborhoods. However, this fails to capture global social structures that do not explicitly manifest in any of the cascades, resulting in poor performance for inactive users with limited historical activities. In this paper, we present a novel variational autoencoder framework (Inf-VAE)…
Empirical Evaluation of Link Deletion Methods for Limiting Information Diffusion on Social Media
Graduate School of Engineering, Information and Systems, University of Tsukuba（筑波大学研究生院工程、信息与系统研究科）；Faculty of Engineering, Information and Systems, University of Tsukuba（筑波大学工学部工程、信息与系统学科）
We study the diffusion of information in an overlaying social-physical network. Specifically, we consider the following set-up: There is a physical information network where information spreads amongst people through conventional communication media (e.g., face-to-face communication, phone calls), and conjoint to this physical network, there are online social networks where information spreads via web sites such as Facebook, Twitter, FriendFeed, YouTube, etc. We quantify the size and the critical threshold of information epidemics in this conjoint social-physical network by assuming that infor…
As online social networks continue to be commonly used for the dissemination of information to the public, understanding the phenomena that govern information diffusion is crucial for many security and safety-related applications, such as maximizing information spread and misinformation containment during crises and natural disasters. In this study, we hypothesize that the features that contribute to information diffusion in online social networks are significantly influenced by the type of event being studied. We classify Twitter events as either informative or trending and then explore the n…
The article investigates influence relation between two sets of agents in a social network. It proposes a logical system that captures propositional properties of this relation valid in all threshold models of social networks with the same topological structure. The logical system consists of Armstrong axioms for functional dependence and an additional Lighthouse axiom. The main results are soundness, completeness, and decidability theorems for this logical system.
The ways in which an innovation (e.g., new behaviour, idea, technology, product) diffuses among people can determine its success or failure. In this paper, we address the problem of diffusion of innovations over multiplex social networks where the neighbours of a person belong to one or multiple networks (or layers) such as friends, families, or colleagues. To this end, we generalise one of the basic game-theoretic diffusion models, called networked coordination game, for multiplex networks. We present analytical results for this extended model and validate them through a simulation study, fin…
Influencing (and being influenced by) others through social networks is fundamental to all human societies. Whether this happens through the diffusion of rumors, opinions, or viruses, identifying the diffusion source (i.e., the person that initiated it) is a problem that has attracted much research interest. Nevertheless, existing literature has ignored the possibility that the source might strategically modify the network structure (by rewiring links or introducing fake nodes) to escape detection. Here, without restricting our analysis to any particular diffusion scenario, we close this gap b…
Hefei University of Technology（合肥工业大学）；Institute of Artificial Intelligence, Hefei Comprehensive National Science Center（合肥综合性国家科学中心人工智能研究院）；The University of Arizona（亚利桑那大学）
Social recommendation has emerged to leverage social connections among users for predicting users' unknown preferences, which could alleviate the data sparsity issue in collaborative filtering based recommendation. Early approaches relied on utilizing each user's first-order social neighbors' interests for better user modeling and failed to model the social influence diffusion process from the global social network structure. Recently, we propose a preliminary work of a neural influence diffusion network (i.e., DiffNet) for social recommendation (Diffnet), which models the recursive social dif…
In order to capture the effects of social ties in knowledge diffusion, this paper examines the publication network that emerges from the collaboration of researchers, using citation information as means to estimate knowledge flow. For this purpose, we analyzed the papers published in the PLOS ONE journal finding strong evidence to support that the closer two authors are in the co-authorship network, the larger the probability that knowledge flow will occur between them. Moreover, we also found that when it comes to knowledge diffusion, strong co-authorship proximity is more determinant than ge…
As a social media, online social networks play a vital role in the social information diffusion. However, due to its unique complexity, the mechanism of the diffusion in online social networks is different from the ones in other types of networks and remains unclear to us. Meanwhile, few works have been done to reveal the coupled dynamics of both the structure and the diffusion of online social networks. To this end, in this paper, we propose a model to investigate how the structure is coupled with the diffusion in online social networks from the view of weak ties. Through numerical experiment…
Online social networks have recently become an effective and innovative channel for spreading information and influence among hundreds of millions of end users. Many prior work have carried out empirical studies and proposed diffusion models to understand the information diffusion process in online social networks. However, most of these studies focus on the information diffusion in temporal dimension, that is, how the information propagates over time. Little attempt has been given on understanding information diffusion over both temporal and spatial dimensions. In this paper, we propose a Par…
The paper proposes a way to add marketing into the standard threshold model of social networks. Within this framework, the paper studies logical properties of the influence relation between sets of agents in social networks. Two different forms of this relation are considered: one for promotional marketing and the other for preventive marketing. In each case a sound and complete logical system describing properties of the influence relation is proposed. Both systems could be viewed as extensions of Armstrong's axioms of functional dependency from the database theory.
CDGraph: Dual Conditional Social Graph Synthesizing via Diffusion Model
Institute of Information Science, Academia Sinica（中央研究院资讯科学研究所）；Research Center for Information Technology Innovation, Academia Sinica（中央研究院资讯科技创新研究中心）；Department of Electrical Engineering, National Taiwan University（国立台湾大学电机工程学系）；Department of Computer Science, TU Delft（代尔夫特理工大学计算机科学系）
The prediction for information diffusion on social networks has great practical significance in marketing and public opinion control. It aims to predict the individuals who will potentially repost the message on the social network. One type of method is based on demographics, complex networks and other prior knowledge to establish an interpretable model to simulate and predict the propagation process, while the other type of method is completely data-driven and maps the nodes to a latent space for propagation prediction. Existing latent space design and embedding methods lack consideration for…
Prior social contagion models consider the spread of either one contagion at a time on interdependent networks or multiple contagions on single layer networks or under assumptions of competition. We propose a new threshold model for the diffusion of multiple contagions. Individuals are placed on a multiplex network with a periodic lattice and a random-regular-graph layer. On these population structures, we study the interface between two key aspects of the diffusion process: the level of synergy between two contagions, and the rate at which individuals become dormant after adoption. Dormancy i…
We study a mathematical model of social diffusion on a symmetric weighted network where individual nodes' states gradually assimilate to local social norms made by their neighbors' average states. Unlike physical diffusion, this process is not state conservational and thus the global state of the network (i.e., sum of node states) will drift. The asymptotic average node state will be the average of initial node states weighted by their strengths. Here we show that, while the global state is not conserved in this process, the inner product of strength and state vectors is conserved instead, and…
Widespread interest in the diffusion of information through social networks has produced a large number of Social Dynamics models. A majority of them use theoretical hypothesis to explain their diffusion mechanisms while the few empirically based ones average out their measures over many messages of different content. Our empirical research tracking the step-by-step email propagation of an invariable viral marketing message delves into the content impact and has discovered new and striking features. The topology and dynamics of the propagation cascades display patterns not inherited from the e…
Social networks have become ubiquitous in our daily life, as such it has attracted great research interests recently. A key challenge is that it is of extremely large-scale with tremendous information flow, creating the phenomenon of "Big Data". Under such a circumstance, understanding information diffusion over social networks has become an important research issue. Most of the existing works on information diffusion analysis are based on either network structure modeling or empirical approach with dataset mining. However, the information diffusion is also heavily influenced by network users'…
We present a computational approach for estimating emotion contagion on social media networks. Built on a foundation of psychology literature, our approach estimates the degree to which the perceivers' emotional states (positive or negative) start to match those of the expressors, based on the latter's content. We use a combination of deep learning and social network analysis to model emotion contagion as a diffusion process in dynamic social network graphs, taking into consideration key aspects like causality, homophily, and interference. We evaluate our approach on user behavior data obtaine…
