Influencing (and being influenced by) others indirectly through social networks is fundamental to all human societies. Whether this happens through the diffusion of rumors, viruses, opinions, or know-how, finding the source is of persistent interest to people and an algorithmic challenge of much current research interest. However, no study has considered the case of diffusion sources actively trying to avoid detection. By disregarding this assumption, we risk conflating intentional obfuscation from the fundamental limitations of source-finding algorithms. We close this gap by separating two mechanisms hiding diffusion sources-one stemming from the network topology itself and the other from strategic manipulation of the network. We find that identifying the source can be challenging even without foul play and, many times, it is easy to evade source-detection algorithms further. We show that hiding connections that were part of the viral cascade is far more effective than introducing fake individuals. Thus, efforts should focus on exposing concealed ties rather than planted fake entities, e.g., bots in social media; such exposure would drastically improve our chances of detecting the source of a social diffusion.
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