Mining the network value of customers
Proceedings of the seventh ACM SIGKDD international conference on Knowledge discovery and data mining
The Design and Analysis of Computer Algorithms
The Design and Analysis of Computer Algorithms
Maximizing the spread of influence through a social network
Proceedings of the ninth ACM SIGKDD international conference on Knowledge discovery and data mining
IEEE Intelligent Systems
Tracking Information Epidemics in Blogspace
WI '05 Proceedings of the 2005 IEEE/WIC/ACM International Conference on Web Intelligence
The dynamics of viral marketing
ACM Transactions on the Web (TWEB)
MapReduce: simplified data processing on large clusters
Communications of the ACM - 50th anniversary issue: 1958 - 2008
Zync: the design of synchronized video sharing
Proceedings of the 2007 conference on Designing for User eXperiences
Social influence and the diffusion of user-created content
Proceedings of the 10th ACM conference on Electronic commerce
Everyone's an influencer: quantifying influence on twitter
Proceedings of the fourth ACM international conference on Web search and data mining
Opinion Leadership and Social Contagion in New Product Diffusion
Marketing Science
Patterns of influence in a recommendation network
PAKDD'06 Proceedings of the 10th Pacific-Asia conference on Advances in Knowledge Discovery and Data Mining
Studying paths of participation in viral diffusion process
SocInfo'12 Proceedings of the 4th international conference on Social Informatics
Selection effects in online sharing: consequences for peer adoption
Proceedings of the fourteenth ACM conference on Electronic commerce
Communications of the ACM
Role of social media in tackling challenges in mental health
Proceedings of the 2nd international workshop on Socially-aware multimedia
Proceedings of the first ACM conference on Online social networks
Modeling opinion dynamics in social networks
Proceedings of the 7th ACM international conference on Web search and data mining
Peeking into the invitation-based adoption process of OSN-based applications
ACM SIGCOMM Computer Communication Review
Understanding spatial homophily: the case of peer influence and social selection
Proceedings of the 23rd international conference on World wide web
Proceedings of the 23rd international conference on World wide web
The bursty dynamics of the Twitter information network
Proceedings of the 23rd international conference on World wide web
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Models of networked diffusion that are motivated by analogy with the spread of infectious disease have been applied to a wide range of social and economic adoption processes, including those related to new products, ideas, norms and behaviors. However, it is unknown how accurately these models account for the empirical structure of diffusion over networks. Here we describe the diffusion patterns arising from seven online domains, ranging from communications platforms to networked games to microblogging services, each involving distinct types of content and modes of sharing. We find strikingly similar patterns across all domains. In particular, the vast majority of cascades are small, and are described by a handful of simple tree structures that terminate within one degree of an initial adopting "seed." In addition we find that structures other than these account for only a tiny fraction of total adoptions; that is, adoptions resulting from chains of referrals are extremely rare. Finally, even for the largest cascades that we observe, we find that the bulk of adoptions often takes place within one degree of a few dominant individuals. Together, these observations suggest new directions for modeling of online adoption processes.