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A Viral Marketing-Based Model For Opinion Dynamics in Online Social Networks

Authors:

Stefan NeumannAuthors Info & Claims

WWW '22: Proceedings of the ACM Web Conference 2022

Pages 1570 - 1578

https://doi.org/10.1145/3485447.3512203

Published: 25 April 2022 Publication History

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Abstract

Online social networks provide a medium for citizens to form opinions on different societal issues, and a forum for public discussion. They also expose users to viral content, such as breaking news articles. In this paper, we study the interplay between these two aspects: opinion formation and information cascades in online social networks. We present a new model that allows us to quantify how users change their opinion as they are exposed to viral content. Our model is a combination of the popular Friedkin–Johnsen model for opinion dynamics and the independent cascade model for information propagation. We present algorithms for simulating our model, and we provide approximation algorithms for optimizing certain network indices, such as the sum of user opinions or the disagreement–controversy index; our approach can be used to obtain insights into how much viral content can increase these indices in online social networks. Finally, we evaluate our model on real-world datasets. We show experimentally that marketing campaigns and polarizing contents have vastly different effects on the network: while the former have only limited effect on the polarization in the network, the latter can increase the polarization up to 59% even when only 0.5% of the users start sharing a polarizing content. We believe that this finding sheds some light into the growing segregation in today’s online media.

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Cited By

Altoe FMoreira CPinto HJorge J(2024)Online Fake News Opinion Spread and Belief Change: A Systematic ReviewHuman Behavior and Emerging Technologies10.1155/2024/10696702024(1-20)Online publication date: 30-Apr-2024
https://doi.org/10.1155/2024/1069670
Neumann SDong YPeng PChua TNgo CKa-Wei Lee RKumar RLauw H(2024)Sublinear-Time Opinion Estimation in the Friedkin--Johnsen ModelProceedings of the ACM Web Conference 202410.1145/3589334.3645572(2563-2571)Online publication date: 13-May-2024
https://dl.acm.org/doi/10.1145/3589334.3645572
Zhang NYe YLian XChen M(2024)Top-$L$ Most Influential Community Detection Over Social Networks2024 IEEE 40th International Conference on Data Engineering (ICDE)10.1109/ICDE60146.2024.10639540(5767-5779)Online publication date: 13-May-2024
https://doi.org/10.1109/ICDE60146.2024.10639540
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Index Terms

A Viral Marketing-Based Model For Opinion Dynamics in Online Social Networks

Index terms have been assigned to the content through auto-classification.

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cover image ACM Conferences

WWW '22: Proceedings of the ACM Web Conference 2022

April 2022

3764 pages

ISBN:9781450390965

DOI:10.1145/3485447

Editors:
Frédérique Laforest
INSA Lyon, France
,
Raphaël Troncy
EURECOM, France
,
Elena Simperl
King’s College London, UK
,
Deepak Agarwal
Pinterest, USA
,
Aristides Gionis
KTH Royal Institute of Technology, Sweden
,
Ivan Herman
W3C / retired
,
Lionel Médini
Université Lyon 1, France

Copyright © 2022 ACM.

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Publication History

Published: 25 April 2022

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EC H2020
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WWW '22: The ACM Web Conference 2022

April 25 - 29, 2022

Virtual Event, Lyon, France

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Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Cited By

Altoe FMoreira CPinto HJorge J(2024)Online Fake News Opinion Spread and Belief Change: A Systematic ReviewHuman Behavior and Emerging Technologies10.1155/2024/10696702024(1-20)Online publication date: 30-Apr-2024
https://doi.org/10.1155/2024/1069670
Neumann SDong YPeng PChua TNgo CKa-Wei Lee RKumar RLauw H(2024)Sublinear-Time Opinion Estimation in the Friedkin--Johnsen ModelProceedings of the ACM Web Conference 202410.1145/3589334.3645572(2563-2571)Online publication date: 13-May-2024
https://dl.acm.org/doi/10.1145/3589334.3645572
Zhang NYe YLian XChen M(2024)Top-$L$ Most Influential Community Detection Over Social Networks2024 IEEE 40th International Conference on Data Engineering (ICDE)10.1109/ICDE60146.2024.10639540(5767-5779)Online publication date: 13-May-2024
https://doi.org/10.1109/ICDE60146.2024.10639540
Shatnawi TRahahle MAlshurideh MAlkhawaldeh MAlzyoud MAl-shanableh NAlajarmeh NAldaihani FAl-Hawary SMohammad A(2024)Impact of Viral Marketing on Customer Purchasing Intention of Fashion Industry in JordanBusiness Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era, Volume 110.1007/978-3-031-56015-6_2(15-31)Online publication date: 2-Jun-2024
https://doi.org/10.1007/978-3-031-56015-6_2
Zhuo MLiu YLiu LZhou S(2023)Local Cluster-Aware Attention for Non-Euclidean Structure DataSymmetry10.3390/sym1504083715:4(837)Online publication date: 31-Mar-2023
https://doi.org/10.3390/sym15040837
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Faliszewski PKaczmarczyk ASornat KSzufa SWąs TElkind E(2023)Diversity, agreement, and polarization in electionsProceedings of the Thirty-Second International Joint Conference on Artificial Intelligence10.24963/ijcai.2023/299(2684-2692)Online publication date: 19-Aug-2023
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Liu YGao JZhao ZWu HYue ZLi J(2023)Evolving Interest for Information Diffusion Prediction on Social Network2023 25th International Conference on Advanced Communication Technology (ICACT)10.23919/ICACT56868.2023.10079436(130-136)Online publication date: 19-Feb-2023
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Zhou XZhu LLi WZhang ZSingh ASun YAkoglu LGunopulos DYan XKumar ROzcan FYe J(2023)A Sublinear Time Algorithm for Opinion Optimization in Directed Social Networks via Edge RecommendationProceedings of the 29th ACM SIGKDD Conference on Knowledge Discovery and Data Mining10.1145/3580305.3599247(3593-3602)Online publication date: 6-Aug-2023
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Lv YXu H(2023)Dynamic Adaptive Individual Weighting Model for Opinion Diffusion in Social Networks2023 IEEE International Conference on Systems, Man, and Cybernetics (SMC)10.1109/SMC53992.2023.10393941(1739-1744)Online publication date: 1-Oct-2023
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