Berlin 2008 – wissenschaftliches Programm
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AKSOE: Arbeitskreis Physik sozio-ökonomischer Systeme
AKSOE 15: Social-, Information-, and Production Networks II
AKSOE 15.1: Vortrag
Donnerstag, 28. Februar 2008, 10:15–10:45, EW 203
Impact of human behavior on information spreading: Viral marketing and social networks — Jose Luis Iribarren1 and •Esteban Moro2 — 1IBM corporation, ibm.com e-Relationship Marketing Europe, 28002 Madrid (Spain) — 2Departamento de Matematicas, Universidad Carlos III de Madrid, 28911 Leganes (Spain)
The dynamics of information dissemination in social networks is of paramount importance in processes such as rumors or fads propagation , spread of product innovation, word-of-mouth communications or viral marketing. Due to the difficulty in tracking information when transmitted by people, most understanding of information spreading in social networks comes from models or indirect measurements. Using data collected in Viral Marketing campaigns that reached over 31,000 individuals in eleven European markets, we find that information travels mostly by super-spreading events and at an unexpected low pace (logarithmic in time) due to the large variability both in the frequency and intensity of participants’ actions. Remarkable accurate description of the results is given by stochastic branching process which corroborates the importance of heterogeneity and shows how traditional population-average descriptions fail to describe information diffusion in social networks. The fact that humans show similar degrees of heterogeneity in many other activities suggests that our findings are pertinent to other human driven diffusion processes like rumors, innovations or news which has important consequences for business management, communications, marketing and online communities.