This article provides a comprehensive investigation on the relations between virality of news articles and the emotions they are found to evoke. Virality, in our view, is a phenomenon with many facets, i.e. under this generic term several different effects of persuasive communication are comprised. By exploiting a high-coverage and bilingual corpus of documents containing metrics of their spread on social networks as well as a massive affective annotation provided by readers, we present a thorough analysis of the interplay between evoked emotions and viral facets. We highlight and discuss our findings in light of a cross-lingual approach: while we discover differences in evoked emotions and corresponding viral effects, we provide preliminary evidence of a generalized explanatory model rooted in the deep structure of emotions: the Valence-Arousal-Dominance (VAD) circumplex. We find that viral facets appear to be consistently affected by particular VAD configurations, and these configurations indicate a clear connection with distinct phenomena underlying persuasive communication.
Several researchers have studied information flow, community building and similar processes using Social Networking sites as a reference @cite_24 @cite_8 @cite_5 @cite_12 . However, the great majority focused on network-related features without taking into account the actual content spreading within the network @cite_21 . A hybrid approach focusing on both product characteristics and network related features is presented in @cite_26 : the authors study the effect of passive-broadcast and active-personalized notifications embedded in an application aimed at fostering word of mouth.
@cite_26 @cite_8 @cite_21 @cite_24 @cite_5 @cite_12
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This article explores the potential impact of individual consumer decisions to transmit or withhold word-of-mouth information on the flow of information in a market. Information flow is examined in networks composed of graphs and nodes, where graphs represent channels that foster information flow and nodes represent sentient decision makers who can potentially impede or foster information flow. We assert that actors in embedded markets first judge the moral hazards imposed by the information they consider for transmission and the social context of transmission, and then moderate their decisions to transmit the information in light of these judgements. We analyze this process using a modified version of Marshall Sahlins's social exchange theory, examine the plausibility of this analysis using two laboratory experiments, and explore the consequences of this behavior at the aggregate level using a computer simulation. Our view highlights the importance of the interplay of individuals and their social context for understanding word-of-mouth processes. We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246 increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98 increase. Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network. Our work provides a model for how randomized trials can identify peer influence in social networks. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors. The pervasiveness of Web 2.0 and social networking sites has enabled people to interact with each other easily through various social media. For instance, popular sites like Del.icio.us, Flickr, and YouTube allow users to comment on shared content (bookmarks, photos, videos), and users can tag their favorite content. Users can also connect with one another, and subscribe to or become a fan or a follower of others. These diverse activities result in a multi-dimensional network among actors, forming group structures with group members sharing similar interests or affiliations. This work systematically addresses two challenges. First, it is challenging to effectively integrate interactions over multiple dimensions to discover hidden community structures shared by heterogeneous interactions. We show that representative community detection methods for single-dimensional networks can be presented in a unified view. Based on this unified view, we present and analyze four possible integration strategies to extend community detection from single-dimensional to multi-dimensional networks. In particular, we propose a novel integration scheme based on structural features. Another challenge is the evaluation of different methods without ground truth information about community membership. We employ a novel cross-dimension network validation (CDNV) procedure to compare the performance of different methods. We use synthetic data to deepen our understanding, and real-world data to compare integration strategies as well as baseline methods in a large scale. We study further the computational time of different methods, normalization effect during integration, sensitivity to related parameters, and alternative community detection methods for integration. This paper intends to provide some insights of a scientific problem: how likely one's interests can be inferred from his her social connections -- friends, friends' friends, 3-degree friends, etc? Is "Birds of a Feather Flocks Together" a norm? We do not consider the friending activity on online social networking sites. Instead, we conduct this study by implementing a privacy-preserving large distribute social sensor system in a large global IT company to capture the multifaceted activities of 30,000+ people, including communications (e.g., emails, instant messaging, etc) and Web 2.0 activities (e.g., social bookmarking, file sharing, blogging, etc). These activities occupy the majority of employees' time in work, and thus, provide a high quality approximation to the real social connections of employees in the workplace context. In addition to such "informal networks", we investigated the "formal networks", such as their hierarchical structure, as well as the demographic profile data such as geography, job role, self-specified interests, etc. Because user ID matching across multiple sources on the Internet is very difficult, and most user activity logs have to be anonymized before they are processed, no prior studies could collect comparable multifaceted activity data of individuals. That makes this study unique. In this paper, we present a technique to predict the inference quality by utilizing (1) network analysis and network autocorrelation modeling of informal and formal networks, and (2) regression models to predict user interest inference quality from network characteristics. We verify our findings with experiments on both implicit user interests indicated by the content of communications or Web 2.0 activities, and explicit user interests specified in user profiles. We demonstrate that the inference quality prediction increases the inference quality of implicit interests by 42.8 , and inference quality of explicit interests by up to 101 .