Affinity Paths and Information Diffusion in Social Networks

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 email networks carrying the message. Their disconnected, low transitivity, tree-like cascades present positive correlation between their nodes probability to forward the message and the average number of neighbors they target and show increased participants' involvement as the propagation paths length grows. Such patterns not described before, nor replicated by any of the existing models of information diffusion, can be explained if participants make their pass-along decisions based uniquely on local knowledge of their network neighbors affinity with the message content. We prove the plausibility of such mechanism through a stylized, agent-based model that replicates the \emph{Affinity Paths} observed in real information diffusion cascades.Comment: 11 pages, 7 figure

The Multidimensional Study of Viral Campaigns as Branching Processes

Viral campaigns on the Internet may follow variety of models, depending on the content, incentives, personal attitudes of sender and recipient to the content and other factors. Due to the fact that the knowledge of the campaign specifics is essential for the campaign managers, researchers are constantly evaluating models and real-world data. The goal of this article is to present the new knowledge obtained from studying two viral campaigns that took place in a virtual world which followed the branching process. The results show that it is possible to reduce the time needed to estimate the model parameters of the campaign and, moreover, some important aspects of time-generations relationship are presented.Comment: In proceedings of the 4th International Conference on Social Informatics, SocInfo 201

Multiscale Analysis of Spreading in a Large Communication Network

In temporal networks, both the topology of the underlying network and the timings of interaction events can be crucial in determining how some dynamic process mediated by the network unfolds. We have explored the limiting case of the speed of spreading in the SI model, set up such that an event between an infectious and susceptible individual always transmits the infection. The speed of this process sets an upper bound for the speed of any dynamic process that is mediated through the interaction events of the network. With the help of temporal networks derived from large scale time-stamped data on mobile phone calls, we extend earlier results that point out the slowing-down effects of burstiness and temporal inhomogeneities. In such networks, links are not permanently active, but dynamic processes are mediated by recurrent events taking place on the links at specific points in time. We perform a multi-scale analysis and pinpoint the importance of the timings of event sequences on individual links, their correlations with neighboring sequences, and the temporal pathways taken by the network-scale spreading process. This is achieved by studying empirically and analytically different characteristic relay times of links, relevant to the respective scales, and a set of temporal reference models that allow for removing selected time-domain correlations one by one