Characterizing cascade dynamics in a microblogging system

Abstract

Online microblogging sites have become increasingly important platforms for information diffusion in today’s world, where users post short messages and follow various messages posted by people that they are interested in. It is intriguing to qualitatively study the temporal dynamics of an information cascade in a microblogging system, in terms of the number of users influenced at any given time, which may provide valuable input to facilitate emerging applications such as online advertising and content distribution. In this paper, we model information diffusion in a microblogging network as an agedependent branching process, based on practical observations from Tencent Weibo, a popular microblogging site in China. This model enables careful characterization of the diffusion topology, the different delays for users to respond to new information, and the evolution of the size of the information cascade over time. We derive the expected cascade size at any time. We validate our model based on Tencent Weibo traces, and demonstrate its effectiveness in capturing information diffusion dynamics in the real world.