Studying Diffusion of Viral Content at Dyadic Level

Diffusion of information and viral content, social contagion and influence are still topics of broad evaluation. As theory explaining the role of influentials moves slightly to reduce their importance in the propagation of viral content, authors of the following paper have studied the information epidemic in a social networking platform in order to confirm recent theoretical findings in this area. While most of related experiments focus on the level of individuals, the elementary entities of the following analysis are dyads. The authors study behavioral motifs that are possible to observe at the dyadic level. The study shows significant differences between dyads that are more vs less engaged in the diffusion process. Dyads that fuel the diffusion proccess are characterized by stronger relationships (higher activity, more common friends), more active and networked receiving party (higher centrality measures), and higher authority centrality of person sending a viral message.Comment: ASONAM 2012, The 2012 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining. IEEE Computer Society, pp. 1291-129

A Trust-Based Relay Selection Approach to the Multi-Hop Network Formation Problem in Cognitive Radio Networks

One of the major challenges for today’s wireless communications is to meet the growing demand for supporting an increasing diversity of wireless applications with limited spectrum resource. In cooperative communications and networking, users share resources and collaborate in a distributed approach, similar to entities of active social groups in self organizational communities. Users’ information may be shared by the user and also by the cooperative users, in distributed transmission. Cooperative communications and networking is a fairly new communication paradigm that promises significant capacity and multiplexing gain increase in wireless networks. This research will provide a cooperative relay selection framework that exploits the similarity of cognitive radio networks to social networks. It offers a multi-hop, reputation-based power control game for routing. In this dissertation, a social network model provides a humanistic approach to predicting relay selection and network analysis in cognitive radio networks

Opportunities and Challenges: The Spread of Marxism in Contemporary China

To promote the spread of Marxism is a long-term mission of the Communist Party of China, who has achieved the improvement both on the depth and width of spread of Marxism, expanded distribution channels, achieved a high degree of public recognition, but also faces challenges like the weakening of demonstration effect of propagation, correlation between content of dissemination and audience is not prominent, communication channels interfered by the “noise”, spread object is lack of self-awareness, and urgent needing to improve the dissemination effect. This requires to deeply analyze the reasons for the formation of the challenges, strengthen demonstration effect of party cadres’ “unity of sincere and behavior”, promote Marxism theory into concrete policies and institutions, create a Marxism network communication platform with sound regulatory mechanisms, enrich ordinary people’s material and culture life, and thus enhance the attractiveness, influence and vitality of Marxism

Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment

We leverage the newly emerging business analytical capability to rapidly deploy and iterate large-scale, microlevel, in vivo randomized experiments to understand how social influence in networks impacts consumer demand. Understanding peer influence is critical to estimating product demand and diffusion, creating effective viral marketing, and designing “network interventions” to promote positive social change. But several statistical challenges make it difficult to econometrically identify peer influence in networks. Though some recent studies use experiments to identify influence, they have not investigated the social or structural conditions under which influence is strongest. By randomly manipulating messages sent by adopters of a Facebook application to their 1.3 million peers, we identify the moderating effect of tie strength and structural embeddedness on the strength of peer influence. We find that both embeddedness and tie strength increase influence. However, the amount of physical interaction between friends, measured by coappearance in photos, does not have an effect. This work presents some of the first large-scale in vivo experimental evidence investigating the social and structural moderators of peer influence in networks. The methods and results could enable more effective marketing strategies and social policy built around a new understanding of how social structure and peer influence spread behaviors in society

THE EFFECT OF TRUST ON INFORMATION DIFFUSION IN ONLINE SOCIAL NETWORKS

online social networks have a explosive growth in recent years and they provide a perfect platform for information diffusion. Many models have been given to explore the information diffusion procedure and its dynamics. But the trust relationship and memory effect are ignored. Based on the complex network theory, The information diffusion model is proposed and the network users, considered as agents, are classified into susceptible, infected and recovered individuals. The users’ behaviour rule and diffusion process are designed. The proposed agent-based model is tested by simulation experiments in four different complex networks: regular network, small world network, random network and scale-free network. Moreover, the effect of four immunization strategies are explored. The research results show that the influence of users’ trust relationship on different networks is varied, and the vertex weight priority immunization strategy is the best one in all four networks

Identifying influencers in a social network : the value of real referral data

Individuals influence each other through social interactions and marketers aim to leverage this interpersonal influence to attract new customers. It still remains a challenge to identify those customers in a social network that have the most influence on their social connections. A common approach to the influence maximization problem is to simulate influence cascades through the network based on the existence of links in the network using diffusion models. Our study contributes to the literature by evaluating these principles using real-life referral behaviour data. A new ranking metric, called Referral Rank, is introduced that builds on the game theoretic concept of the Shapley value for assigning each individual in the network a value that reflects the likelihood of referring new customers. We also explore whether these methods can be further improved by looking beyond the one-hop neighbourhood of the influencers. Experiments on a large telecommunication data set and referral data set demonstrate that using traditional simulation based methods to identify influencers in a social network can lead to suboptimal decisions as the results overestimate actual referral cascades. We also find that looking at the influence of the two-hop neighbours of the customers improves the influence spread and product adoption. Our findings suggest that companies can take two actions to improve their decision support system for identifying influential customers: (1) improve the data by incorporating data that reflects the actual referral behaviour of the customers or (2) extend the method by looking at the influence of the connections in the two-hop neighbourhood of the customers