Influence in social networks: A unified model?

Abstract

Understanding how information flows in online social networks is of great importance. It is generally difficult to obtain accurate prediction results of cascades over such networks, therefore a variety of diffusion models have been proposed in the literature to simulate diffusion processes instead. We argue that such models require extensive simulation results to produce good estimates of future spreads. In this work, we take a complimentary approach. We present a generalized, analytical model of influence in social networks that captures social influence at various levels of granularity, ranging from pairwise influence, to local neighborhood, to the general population, and external events, therefore capturing the complex dynamics of human behavior. We demonstrate that our model can integrate a variety of diffusion models. Particularly, we show that commonly used diffusion models in social networks can be reduced to special cases of our model, by carefully defining their parameters. Our goal is to provide a closed-form expression to approximate the probability of infection for every node in an arbitrary, directed network at any time t. We quantitatively evaluate the approximation quality of our analytical solution as compared to numerous popular diffusion models on a real-world dataset and a series of synthetic graphs.