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arXiv 1603.04425cs.SIcs.CYphysics.soc-ph
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社会化媒体中主题与非主题信息扩散机制的区分

Distinguishing between Topical and Non-topical Information Diffusion Mechanisms in Social Media

Przemyslaw A. Grabowicz, Niloy Ganguly, Krishna P. Gummadi

摘要:

最近的一些关于社交媒体中信息扩散的研究,无论是经验的还是理论的,都受到了来自流行病学的病毒传播模型的启发。这些研究模拟了模因的传播,即,在社交网络中,用户之间的信息片段与疾病在人类社会中传播的方式类似。重要的是,人们会期望一个模因在社交网络中传播,在对该模因主题感兴趣的人中传播。然而,在文献中较少探讨话题性对信息扩散的重要性。在这里,我们研究经验数据两种不同类型的模因(标签和URL)通过Twitter的在线社交网络传播。对于每个迷因,我们推断其主题,对于每个用户,我们推断她的主题兴趣。为了分析这些话题对模因传播的影响,我们引入了一个新的信息扩散理论框架。我们的分析确定了两种不同的机制,即主题和非主题,信息扩散。非主题的信息扩散类似于简单传染病中的疾病传播。与此相反,主题信息扩散发生在与信息主题一致的用户之间,具有复杂的传染特征。非主题模因在所有用户中广泛传播,最终相对流行。话题模因在与它们有话题兴趣的用户中传播得很窄,并且在多次曝光后更容易传播。我们的研究结果表明,模因的话题性和用户的兴趣是理解和预测信息扩散必不可少的。

英文摘要:

A number of recent studies of information diffusion in social media, both empirical and theoretical, have been inspired by viral propagation models derived from epidemiology. These studies model the propagation of memes, i.e., pieces of information, between users in a social network similarly to the way diseases spread in human society. Importantly, one would expect a meme to spread in a social network amongst the people who are interested in the topic of that meme. Yet, the importance of topicality for information diffusion has been less explored in the literature. Here, we study empirical data about two different types of memes (hashtags and URLs) spreading through the Twitter's online social network. For every meme, we infer its topics and for every user, we infer her topical interests. To analyze the impact of such topics on the propagation of memes, we introduce a novel theoretical framework of information diffusion. Our analysis identifies two distinct mechanisms, namely topical and non-topical, of information diffusion. The non-topical information diffusion resembles disease spreading as in simple contagion. In contrast, the topical information diffusion happens between users who are topically aligned with the information and has characteristics of complex contagion. Non-topical memes spread broadly among all users and end up being relatively popular. Topical memes spread narrowly among users who have interests topically aligned with them and are diffused more readily after multiple exposures. Our results show that the topicality of memes and users' interests are essential for understanding and predicting information diffusion.

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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