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The Simple Rules of Social Contagion

It is commonly believed that information spreads between individuals like a pathogen, with each exposure by an informed friend potentially resulting in a naive individual becoming infected. However, empirical studies of social media suggest that individual response to repeated exposure to informatio...

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Detalles Bibliográficos
Autores principales: Hodas, Nathan O., Lerman, Kristina
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Nature Publishing Group 2014
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3949249/
https://www.ncbi.nlm.nih.gov/pubmed/24614301
http://dx.doi.org/10.1038/srep04343
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author Hodas, Nathan O.
Lerman, Kristina
author_facet Hodas, Nathan O.
Lerman, Kristina
author_sort Hodas, Nathan O.
collection PubMed
description It is commonly believed that information spreads between individuals like a pathogen, with each exposure by an informed friend potentially resulting in a naive individual becoming infected. However, empirical studies of social media suggest that individual response to repeated exposure to information is far more complex. As a proxy for intervention experiments, we compare user responses to multiple exposures on two different social media sites, Twitter and Digg. We show that the position of exposing messages on the user-interface strongly affects social contagion. Accounting for this visibility significantly simplifies the dynamics of social contagion. The likelihood an individual will spread information increases monotonically with exposure, while explicit feedback about how many friends have previously spread it increases the likelihood of a response. We provide a framework for unifying information visibility, divided attention, and explicit social feedback to predict the temporal dynamics of user behavior.
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spelling pubmed-39492492014-03-12 The Simple Rules of Social Contagion Hodas, Nathan O. Lerman, Kristina Sci Rep Article It is commonly believed that information spreads between individuals like a pathogen, with each exposure by an informed friend potentially resulting in a naive individual becoming infected. However, empirical studies of social media suggest that individual response to repeated exposure to information is far more complex. As a proxy for intervention experiments, we compare user responses to multiple exposures on two different social media sites, Twitter and Digg. We show that the position of exposing messages on the user-interface strongly affects social contagion. Accounting for this visibility significantly simplifies the dynamics of social contagion. The likelihood an individual will spread information increases monotonically with exposure, while explicit feedback about how many friends have previously spread it increases the likelihood of a response. We provide a framework for unifying information visibility, divided attention, and explicit social feedback to predict the temporal dynamics of user behavior. Nature Publishing Group 2014-03-11 /pmc/articles/PMC3949249/ /pubmed/24614301 http://dx.doi.org/10.1038/srep04343 Text en Copyright © 2014, Macmillan Publishers Limited. All rights reserved http://creativecommons.org/licenses/by/3.0/ This work is licensed under a Creative Commons Attribution 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/
spellingShingle Article
Hodas, Nathan O.
Lerman, Kristina
The Simple Rules of Social Contagion
title The Simple Rules of Social Contagion
title_full The Simple Rules of Social Contagion
title_fullStr The Simple Rules of Social Contagion
title_full_unstemmed The Simple Rules of Social Contagion
title_short The Simple Rules of Social Contagion
title_sort simple rules of social contagion
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3949249/
https://www.ncbi.nlm.nih.gov/pubmed/24614301
http://dx.doi.org/10.1038/srep04343
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