中心性
社会化媒体
心理学
统计
社会心理学
计算机科学
数学
万维网
作者
Zhou Fang,Linyuan Lü,Jianguo Liu,Manuel Sebastian Mariani
摘要
Abstract Understanding the heterogeneous role of individuals in large-scale information spreading is essential to manage online behavior as well as its potential offline consequences. To this end, most existing studies from diverse research domains focus on the disproportionate role played by highly-connected “hub” individuals. However, we demonstrate here that information superspreaders in online social media are best understood and predicted by simultaneously considering two individual-level behavioral traits: influence and susceptibility. Specifically, we derive a nonlinear network-based algorithm to quantify individuals’ influence and susceptibility from multiple spreading event data. By applying the algorithm to large-scale data from Twitter and Weibo, we demonstrate that individuals’ estimated influence and susceptibility scores enable predictions of future superspreaders above and beyond network centrality, and reveal new insights on the network position of the superspreaders.
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