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Information Cascades in Feed-based Networks of Users with Limited Attention

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 Added by Kevin Chan
 Publication date 2015
and research's language is English




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We build a model of information cascades on feed-based networks, taking into account the finite attention span of users, message generation rates and message forwarding rates. Using this model, we study through simulations, the effect of the extent of user attention on the probability that the cascade becomes viral. In analogy with a branching process, we estimate the branching factor associated with the cascade process for different attention spans and different forwarding probabilities, and demonstrate that beyond a certain attention span, critical forwarding probabilities exist that constitute a threshold after which cascades can become viral. The critical forwarding probabilities have an inverse relationship with the attention span. Next, we develop a semi-analytical approach for our model, that allows us determine the branching factor for given values of message generation rates, message forwarding rates and attention spans. The branching factors obtained using this analytical approach show good agreement with those obtained through simulations. Finally, we analyze an event specific dataset obtained from Twitter, and show that estimated branching factors correlate well with the cascade size distributions associated with distinct hashtags.

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Online traces of human activity offer novel opportunities to study the dynamics of complex knowledge exchange networks, and in particular how the relationship between demand and supply of information is mediated by competition for our limited individual attention. The emergent patterns of collective attention determine what new information is generated and consumed. Can we measure the relationship between demand and supply for new information about a topic? Here we propose a normalization method to compare attention bursts statistics across topics that have an heterogeneous distribution of attention. Through analysis of a massive dataset on traffic to Wikipedia, we find that the production of new knowledge is associated to significant shifts of collective attention, which we take as a proxy for its demand. What we observe is consistent with a scenario in which the allocation of attention toward a topic stimulates the demand for information about it, and in turn the supply of further novel information. Our attempt to quantify demand and supply of information, and our finding about their temporal ordering, may lead to the development of the fundamental laws of the attention economy, and a better understanding of the social exchange of knowledge in online and offline information networks.
109 - Ling Feng , Yanqing Hu , Baowen Li 2014
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