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The Role of Social Networks in Information Diffusion

, , , and . (2012)cite arxiv:1201.4145Comment: 10 pages, 7 figures. In the Proceedings of ACM WWW 2012, April 16-20, 2012, Lyon, France.

Abstract

Online social networking technologies enable individuals to simultaneously share information with any number of peers. Quantifying the causal effect of these technologies on the dissemination of information requires not only identification of who influences whom, but also of whether individuals would still propagate information in the absence of social signals about that information. We examine the role of social networks in online information diffusion with a large-scale field experiment that randomizes exposure to signals about friends' information sharing among 253 million subjects in situ. Those who are exposed are significantly more like…(more)

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[1201.4145] The Role of Social Networks in Information Diffusion

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