On spreading recommendations via social gossip

  • Authors:
  • Yaacov Fernandess;Dahlia Malkhi

  • Affiliations:
  • The Hebrew University of Jerusalem, Jerusalem, Israel;Microsoft Research, Silicon Valley, CA, USA

  • Venue:
  • Proceedings of the twentieth annual symposium on Parallelism in algorithms and architectures
  • Year:
  • 2008

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Abstract

This paper introduces and analyzes a variant of distributed gossip which is motivated by the sharing of recommendations in a social network. The social settings bear two implications on gossip. First, rumors fade after a few hops, and so does our gossip mechanism. Second, users require a rumor to be substantiated by multiple, independent sources in order to adopt it. Consequently, in our social gossip a message is adopted only when it is received over a threshold of independent paths. Social gossip is a new, highly relevant and practically motivated variant of distributed gossip, whose analysis contributes to the fundamental theory of distributed algorithms.