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 by evaluating two mechanisms that hide the source-one stemming from the source's actions, the other from the network structure itself. This reveals that sources can easily escape detection, and that removing links is far more effective than introducing fake nodes. Thus, efforts should focus on exposing concealed ties rather than planted entities; such exposure would drastically improve our chances of detecting the diffusion source.
From sport and science production to everyday life, higher-level pursuits demand collaboration. Despite an increase in the number of data-driven studies on human behavior, the social dynamics of collaborative problem solving are still largely unexplored with network science and other computational and quantitative tools. Here we introduce escape rooms as a non-interventional and minimally biased social laboratory, which allows us to capture at a high resolution real-time communications in small project teams. Our analysis portrays a nuanced picture of different dimensions of social dynamics. W…
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…
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.
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…
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…
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…
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 …
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…
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…
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…
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…
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 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…
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…
Information spreading in online social communities has attracted tremendous attention due to its utmost practical values in applications. Despite that several individual-level diffusion data have been investigated, we still lack the detailed understanding of the spreading pattern of information. Here, by comparing information flows and social links in a blog community, we find that the diffusion processes are induced by three different spreading mechanisms: social spreading, self-promotion and broadcast. Although numerous previous studies have employed epidemic spreading models to simulate inf…
Online social networking technologies enable individuals to simultaneously share information with any number of peers. Quantifying the causal effect of these technologies on the dissemination of information requires not only identification of who influences whom, but also of whether individuals would still propagate information in the absence of social signals about that information. We examine the role of social networks in online information diffusion with a large-scale field experiment that randomizes exposure to signals about friends' information sharing among 253 million subjects in situ.…
Competitive information diffusion on large-scale social networks reveals fundamental characteristics of rumor contagions and has profound influence on public opinion formation. There has been growing interest in exploring dynamical mechanisms of the competing evolutions recently. Nevertheless, the impacts of population homophily, which determines powerful collective human behaviors, remains unclear. In this paper, we incorporate homophily effects into a modified competitive ignorant-spreader-ignorant (SIS) rumor diffusion model with generalized population preference. Using microscopic Markov c…
The question that how cultural variation emerges has drawn lots of interest in sociological inquiry. Sociologists predominantly study such variation through the lens of social contagion, which mostly attributes cultural variation to the underlying structural segregation, making it epiphenomenal to the pre-existing segregated structure. On the other hand, arguing culture doesn't spread like a virus, an alternative called associative diffusion was proposed, in which cultural transmission occurs not at the preference of practices, but at the association between practices. The associative diffusio…
Online social networks play a major role in the spread of information at very large scale and it becomes essential to provide means to analyse this phenomenon. In this paper we address the issue of predicting the temporal dynamics of the information diffusion process. We develop a graph-based approach built on the assumption that the macroscopic dynamics of the spreading process are explained by the topology of the network and the interactions that occur through it, between pairs of users, on the basis of properties at the microscopic level. We introduce a generic model, called T-BaSIC, and de…
Social networks are an important infrastructure for information, viruses and innovations propagation. Since users behavior has influenced by other users activity, some groups of people would be made regard to similarity of users interests. On the other hand, dealing with many events in real worlds, can be justified in social networks; spreading disease is one instance of them. People manner and infection severity are more important parameters in dissemination of diseases. Both of these reasons derive, whether the diffusion leads to an epidemic or not. SIRS is a hybrid model of SIR and SIS dise…
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…
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…
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'…
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 da…
One major function of social networks (e.g., massive online social networks) is the dissemination of information, such as scientific knowledge, news, and rumors. Information can be propagated by the users of the network via natural connections in written, oral or electronic form. The information passing from a sender to receivers and back (in the form of comments) involves all of the actors considering their knowledge, trust, and popularity, which shape their publishing and commenting strategies. To understand such human aspects of the information dissemination, we propose a game theoretical m…
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,…
Texts reveal the subjects of interest in research fields, and the values, beliefs, and practices of researchers. In this study, texts are examined through bibliometric mapping and topic modeling to provide a birds eye view of the social dynamics associated with the diffusion of research synthesis methods in the contexts of Social Work and Women's Studies. Research synthesis texts are especially revealing because the methods, which include meta-analysis and systematic review, are reliant on the availability of past research and data, sometimes idealized as objective, egalitarian approaches to r…
The random walk is fundamental to modeling dynamic processes on networks. Metrics based on the random walk have been used in many applications from image processing to Web page ranking. However, how appropriate are random walks to modeling and analyzing social networks? We argue that unlike a random walk, which conserves the quantity diffusing on a network, many interesting social phenomena, such as the spread of information or disease on a social network, are fundamentally non-conservative. When an individual infects her neighbor with a virus, the total amount of infection increases. We class…
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 …
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.
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…
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…
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…
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…
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.
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…
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…
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…
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）
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）
