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Register a new userDistinguishing between Topical and Non-topical Information Diffusion Mechanisms in Social Media
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Added by
Przemyslaw Grabowicz Mr
Publication date
2016
fields
Informatics Engineering
and research's language is
English
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A number of recent studies of information diffusion in social media, both empirical and theoretical, have been inspired by viral propagation models derived from epidemiology. These studies model the propagation of memes, i.e., pieces of information, between users in a social network similarly to the way diseases spread in human society. Importantly, one would expect a meme to spread in a social network amongst the people who are interested in the topic of that meme. Yet, the importance of topicality for information diffusion has been less explored in the literature. Here, we study empirical data about two different types of memes (hashtags and URLs) spreading through the Twitters online social network. For every meme, we infer its topics and for every user, we infer her topical interests. To analyze the impact of such topics on the propagation of memes, we introduce a novel theoretical framework of information diffusion. Our analysis identifies two distinct mechanisms, namely topical and non-topical, of information diffusion. The non-topical information diffusion resembles disease spreading as in simple contagion. In contrast, the topical information diffusion happens between users who are topically aligned with the information and has characteristics of complex contagion. Non-topical memes spread broadly among all users and end up being relatively popular. Topical memes spread narrowly among users who have interests topically aligned with them and are diffused more readily after multiple exposures. Our results show that the topicality of memes and users interests are essential for understanding and predicting information diffusion.
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Social groups play a crucial role in social media platforms because they form the basis for user participation and engagement. Groups are created explicitly by members of the community, but also form organically as members interact. Due to their importance, they have been studied widely (e.g., community detection, evolution, activity, etc.). One of the key questions for understanding how such groups evolve is whether there are different types of groups and how they differ. In Sociology, theories have been proposed to help explain how such groups form. In particular, the common identity and common bond theory states that people join groups based on identity (i.e., interest in the topics discussed) or bond attachment (i.e., social relationships). The theory has been applied qualitatively to small groups to classify them as either topical or social. We use the identity and bond theory to define a set of features to classify groups into those two categories. Using a dataset from Flickr, we extract user-defined groups and automatically-detected groups, obtained from a community detection algorithm. We discuss the process of manual labeling of groups into social or topical and present results of predicting the group label based on the defined features. We directly validate the predictions of the theory showing that the metrics are able to forecast the group type with high accuracy. In addition, we present a comparison between declared and detected groups along topicality and sociality dimensions.
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