Understanding Moderators of Peer Influence for Engineering Viral Marketing Seeding Simulations and Strategies

Seeding as an emerging viral marketing strategy requires a better understanding on how various contextual factors that embedded in social networks affect peer influence and product diffusion. Realistic simulations for seeding need to incorporate empirical insights about the complexities (various moderators) and dynamics (temporal changes) of peer influence by analyzing real-world data. We analyze the impacts of peer influence moderators in a large-scale phone call network of 0.48 million customers with 364 million calls and 3.9 million video-on-demand purchases, to design empirical models and engineer data-driven simulations of product diffusion, as well as developing and evaluating seeding strategies. We intend to contribute to existing research by 1) enriching the theoretical and empirical understanding of peer influence moderators for stakeholders, 2) combining econometric models and analyses with data-driven simulations towards a complex system approach for devising and evaluating effective seeding strategies in different scenarios

Scoring users\u27 privacy disclosure across multiple online social networks

Users in online social networking sites unknowingly disclose their sensitive information that aggravate the social and financial risks. Hence, to prevent the information loss and privacy exposure, users need to find ways to quantify their privacy level based on their online social network data. Current studies that focus on measuring the privacy risk and disclosure consider only a single source of data, neglecting the fact that users, in general, can have multiple social network accounts disclosing different sensitive information. In this paper, we investigate an approach that can help social media users to measure their privacy disclosure score (PDS) based on the information shared across multiple social networking sites. In particular, we identify the main factors that have impact on users privacy, namely, sensitivity and visibility, to obtain the final disclosure score for each user. By applying the statistical and fuzzy systems, we can specify the potential information loss for a user by using obtained PDS. Our evaluation results with real social media data show that our method can provide a better estimation of privacy disclosure score for users having presence in multiple online social networks

Effects of social characters in viral propagation seeding strategies in online social networks

Online social networks have not only become a point of aggregation and exchange of information, they have so radically rooted into our everyday behaviors that they have become the target of important network attacks. We have seen an increasing trend in Sybil based activity, such as in personification, fake profiling and attempts to maliciously subvert the community stability in order to illegally create benefits for some individuals, such as online voting, and also from more classic informatics assaults using specifically mutated worms. Not only these attacks, in the latest months, we have seen an increase in spam activities on social networks such as Facebook and RenRen, and most importantly, the first attempts at propagating worms within these communities. What differentiates these attacks from normal network attacks, is that compared to anonymous and stealthy activities, or by commonly untrusted emails, social networks regain the ability to propagate within consentient users, who willingly accept to partake. In this paper, we will demonstrate the effects of influential nodes against non-influential nodes through in simulated scenarios and provide an overview and analysis of the outcomes.<br /

Models, services and security in modern online social networks

Modern online social networks have revolutionized the world the same way the radio and the plane did, crossing geographical and time boundaries, not without problems, more can be learned, they can still change our world and that their true worth is still a question for the future