Information Adoption via Repeated or Diversified Social Influence on Twitter

Jaqueline Faria De Oliveira, Humberto Torres Marques-Neto, Marton Karsai

Research output: Contribution to Book/Report typesConference contributionpeer-review

Abstract (may include machine translation)

Influence arriving via social ties may be relevant for a person to decide to buy a new product, share information, or to adopt a new behaviour. However, quantifying social influence is a difficult task, even in online social systems where the interactions and communication content can be closely followed. Here we study the information susceptibility and adoption thresholds of users on Twitter. We consider hashtag and retweet adoptions on different aggregation levels: items, users, and topic groups, and study these adoption mechanisms characterized by diversified or repeated influence stimuli. We find both metrics to be heterogeneously distributed, correlated, and dependent on the topics and aggregation level of social influence. We show that users adopt retweets easier than hashtags, and find that new influencing neighbors can effectively trigger adoptions. Our results may inform better models of adoption processes leading to a deeper empirical understanding of simple and complex contagion.

Original languageEnglish
Title of host publicationProceedings of the 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020
EditorsMartin Atzmuller, Michele Coscia, Rokia Missaoui
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages237-241
Number of pages5
ISBN (Electronic)9781728110561
DOIs
StatePublished - 7 Dec 2020
Event12th IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020 - Virtual, Online, Netherlands
Duration: 7 Dec 202010 Dec 2020

Publication series

NameProceedings of the 2020 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020

Conference

Conference12th IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, ASONAM 2020
Country/TerritoryNetherlands
CityVirtual, Online
Period7/12/2010/12/20

Keywords

  • Adoption Threshold
  • Social Influence
  • Susceptibility

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