The multidimensional study of viral campaigns as branching processes

Authors:
Jarosław Jankowski;Radosław Michalski;Przemysław Kazienko
Affiliations:
Faculty of Computer Science, West Pomeranian University of Technology, Szczecin, Poland;Institute of Informatics, Wrocław University of Technology, Wrocław, Poland;Institute of Informatics, Wrocław University of Technology, Wrocław, Poland
Venue:
SocInfo'12 Proceedings of the 4th international conference on Social Informatics
Year:
2012

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Abstract

Viral campaigns on the Internet may follow variety of models, depending on the content, incentives, personal attitudes of sender and recipient to the content and other factors. Due to the fact that the knowledge of the campaign specifics is essential for the campaign managers, researchers are constantly evaluating models and real-world data. The goal of this article is to present the new knowledge obtained from studying two viral campaigns that took place in a virtual world which followed the branching process. The results show that it is possible to reduce the time needed to estimate the model parameters of the campaign and, moreover, some important aspects of time-generations relationship are presented.