Information spreading in context

Authors:
Dashun Wang;Zhen Wen;Hanghang Tong;Ching-Yung Lin;Chaoming Song;Albert-László Barabási
Affiliations:
Northeastern University and Harvard University, Boston, MA, USA;IBM T.J. Watson Research Center, Hawthorne, NY, USA;IBM T.J. Watson Research Center, Hawthorne, NY, USA;IBM T.J. Watson Research Center, Hawthorne, NY, USA;Northeastern University and Harvard University, Boston, MA, USA;Northeastern University, Harvard University, and Harvard Medical School, Boston, MA, USA
Venue:
Proceedings of the 20th international conference on World wide web
Year:
2011

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Abstract

Information spreading processes are central to human interactions. Despite recent studies in online domains, little is known about factors that could affect the dissemination of a single piece of information. In this paper, we address this challenge by combining two related but distinct datasets, collected from a large scale privacy-preserving distributed social sensor system. We find that the social and organizational context significantly impacts to whom and how fast people forward information. Yet the structures within spreading processes can be well captured by a simple stochastic branching model, indicating surprising independence of context. Our results build the foundation of future predictive models of information flow and provide significant insights towards design of communication platforms.