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Research On Complex-Contagion-Based Diffusion Dynamics On Online Social Networks

Posted on:2016-04-24Degree:MasterType:Thesis
Country:ChinaCandidate:A G ZhengFull Text:PDF
GTID:2308330461983445Subject:Systems Engineering
Abstract/Summary:PDF Full Text Request
With the rapid development of Web2.0 technologies, online social networks (OSN), which are characterized by user-generated contents and word-of-mouth spreading, are becoming important channels for people to obtain information. Online social networks contribute to the effective diffusion of information. The existing researches on OSN diffusion are mostly focused on the analyses of diffusive data and algorithmic detection of events and diffusion modes. Complementary to those researches, there is a need to proceed further researches on the dynamic processes of information diffusion over online social networks, especially on the diffusion of controversial and risky information, which may provide important roles for the social events and product adoptions.In this thesis, an information diffusion model on Online Social Networks is proposed and analyzed through agent-based modeling and simulation, which combines Centola’s model of "complex contagion" with the factors of "stickiness’" and "persistence" of the information to be diffused. Research ideas is:based on existing research, on the one hand the behavior experiments by empirical findings, social affirmation has a strong relationship with the complex contagion hypothesis; on the other hand, the analysis of actual data spread on the online social networks find that different types of information propagation exhibits difference on stickiness and persistence of information. We propose an information diffusion model of online social network, named UACI (Uninformed-Attended-Convinced-Immune) model which takes into account the role of stickiness and persistence of information and social affirmation, based on these studies,. Using this model, the joint effect of information and social affirmation is thoroughly studied. Through numerical simulations it is found in the thesis that there is no clear boundary between the simple contagion and complex contagion on the information diffusion online social networks, the persistence of information has a great impact on the complex contagion mechanism.Based on the above model, by taking into account the different forms of social affirmation, a generalized social affirmation model of information diffusion on online social network is further proposed, providing a uniform explanation to the model of social affirmation. Besides, through numerical experiments, we find that there is an optimal ratio for the number seed nodes which has a facilitating role on the diffusion of information based on complex contagion. This study extends the theoretical model of information diffusion based on complex contagion mechanism, and has an important significance on the study of online social network information diffusion law. In practice, the research has a great help on the warning of the Internet public opinion. Besides, the research has a high reference value for enterprises promoting new products on online social networks.
Keywords/Search Tags:Complex Contagion, Information Diffusion Model, Online Social Networks, Agent-based Modeling
PDF Full Text Request
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