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    Global Diffusion of Interactive Networks. The Impact of Culture

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    The Internet and other interactive networks are diffusing across the globe at rates that vary from country to country. Typically, economic and market structure variables are used to explain these differences. The addition of culture to these variables will provide a more robust understanding of the differences in Internet and interactive network\ud diffusion. Existing analyses that identify culture as a predictor of diffusion do not adequately specificy the dimensions of culture and their impacts. This paper presents a set of propositions to be used in analyses of the impact of culture on the diffusion of interactive networks. The propositions were developed using cultural constructs presented by Hofstede, Herbig and Hall. Diffusion of innovations theory and critical mass theory provide the theoretical base. The development of the propositions resulted from a close examination of the theories for\ud relationships mediated by culture. The resulting propositions use cultural variables in relationships established by the theories. It is hoped that the propositions will serve as a starting point for future research in the area of cultural influences on the diffusion of interactive networks

    Affinity Paths and Information Diffusion in Social Networks

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    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
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