Research PaperNo Access

Mechanism analysis of competitive information asynchronous dissemination on social networks

School of Information, Beijing Wuzi University, No. 321 Fuhe Street, Tongzhou District, Beijing 101149, P. R. China

Business School, Beijing Technology and Business University, No. 33 Fucheng Road, Haidian District, Beijing 100048, P. R. China

E-mail Address: lvjj@th.btbu.edu.cn

Corresponding author.

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Yuanzhuo Wang

CAS Key Lab of Network Data Sci & Tech, Institute of Computing Technology, CAS, No. 6 Kexueyuan South Road Zhongguancun, Haidian District, Beijing 100190, P. R. China

E-mail Address: wangyuanzhuo@ict.ac.cn

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, and

Jingyuan Li

Alibaba Cloud Computing Limited, Beijing, P. R. China

E-mail Address: yiguang.ljy@alibaba-inc.com

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https://doi.org/10.1142/S0129183119500943Cited by:5 (Source: Crossref)

Abstract

Information dissemination groups, especially those disseminating the same kind of information such as advertising, product promotion, etc., compete with each other when their information spread on social networks. Most of the existing methods analyze the dissemination mechanism mainly upon the information itself without considering human characteristics, e.g. relation networks, cooperation/defection, etc. In this paper, we introduce a framework of social evolutionary game (SEG) to investigate the influence of human behaviors in competitive information dissemination. Coordination game is applied to represent human behaviors in the competition of asynchronous information diffusion. We perform a series of simulations through a specific game model to analyze the mechanism and factors of information diffusion, and show that when the benefits of competitive information is around 1.2 times of the original one, it can compensate the loss of reputation caused by the change of strategy. Furthermore, through experiments on a dataset of two films on Sina Weibo, we described the mechanism of competition evolution over real data of social network, and validated the effectiveness of our model.

Keywords:

PACS Nos.: 89.20.Ff, 89.65.−s, 87.23.Ge, 02.50.Le, 64.60.aq

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