Information in networks is non-uniformly distributed, enabling individuals in certain network positions to get preferential access to information. Social scientists have developed influential theories about the role of network structure in information access. These theories were validated through numerous studies, which examined how individuals leverage their social networks for competitive advantage, such as a new job or higher compensation. It is not clear how these theories generalize to online networks, which differ from real-world social networks in important respects, including asymmetry of social links. We address this problem by analyzing how users of the social news aggregator Digg adopt stories recommended by friends, i.e., users they follow. We measure the impact different factors, such as network position and activity rate; have on access to novel information, which in Digg's case means set of distinct news stories. We show that a user can improve his information access by linking to active users, though this becomes less effective as the number of friends, or their activity, grows due to structural network constraints. These constraints arise because users in structurally diverse position within the follower graph have topically diverse interests from their friends. Moreover, though in most cases user's friends are exposed to almost all the information available in the network, after they make their recommendations, the user sees only a small fraction of the available information. Our study suggests that cognitive and structural bottlenecks limit access to novel information in online social networks.
Homophily, which refers to the tendency of similar individuals to link to each other, is a strong organizing principle of social networks. Numerous studies found that people tend to be friends with other who belong to the same socio-economic class @cite_16 @cite_13 , and they tend to follow others in social media who have similar interests @cite_20 . In the context of information exchange on networks, this means that content users are exposed to in social media depends on their position in the network. Users embedded within a community of strongly tied individuals are likely to share information on topics that other community members are interested in, while users in brokerage positions that bridge different communities receive information on more diverse topics. In this paper, we show that the variance of topics to which a user is exposed to by his friends is highly related to the structure diversity of social network.
@cite_16 @cite_13 @cite_20
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The fact that similarity breeds connections, the principle of homophily, has been well-studied in existing sociology literature. Several studies have observed this phenomenon by conducting surveys on human subjects. These studies have concluded that new ties are formed between similar individuals. This phenomenon has been used to explain several socio-psychological concepts such as, segregation, community development, social mobility, etc. However, due to the nature of these studies and limitations because of involvement of human subjects, conclusions from these studies are not easily extensible in online social media. Social media, which is becoming the infinite space for interactions, has exceeded all the expectations in terms of growth, for reasons beyond human mind. New ties are formed in social media in the same way that they emerge in real-world. However, given the differences between real world and online social media, do the same factors that govern the construction of new ties in real world also govern the construction of new ties in social media? In other words, does homophily exist in social media? In this article, we study this extremely significant question. We propose a systematic approach by studying three online social media sites, BlogCatalog, Last.fm, and LiveJournal and report our findings along with some interesting observations. The results indicate that the influence of interest-based homophily is not a very strong leading factor for constructing new ties specifically in the three social media sites with implications to strategic advertising, recommendations, and promoting applications at large. Similarity breeds connection. This principle—the homophily principle—structures network ties of every type, including marriage, friendship, work, advice, support, information transfer, exchange, comembership, and other types of relationship. The result is that people's personal networks are homogeneous with regard to many sociodemographic, behavioral, and intrapersonal characteristics. Homophily limits people's social worlds in a way that has powerful implications for the information they receive, the attitudes they form, and the interactions they experience. Homophily in race and ethnicity creates the strongest divides in our personal environments, with age, religion, education, occupation, and gender following in roughly that order. Geographic propinquity, families, organizations, and isomorphic positions in social systems all create contexts in which homophilous relations form. Ties between nonsimilar individuals also dissolve at a higher rate, which sets the stage for the formation of niches (localize... Most people associate with people like themselves, a process called homophily. Exposure to diversity, however, makes us more informed as individuals and as a society. In this paper, we investigate political disagreements on Facebook to explore the conditions under which diverse opinions can coexist online. Via a mixed methods approach comprising 103 survey responses and 13 interviews with politically engaged American social media users, we found that participants who perceived more differences with their friends engaged less on Facebook than those who perceived more homogeneity. Weak ties were particularly brittle to political disagreements, despite being the ties most likely to offer diversity. Finally, based on our findings we suggest potential design opportunities to bridge across ideological difference: 1) support exposure to weak ties; and 2) make common ground visible while friends converse. This article investigates the impact of user homophily on the social process of information diffusion in online social media. Over several decades, social scientists have been interested in the idea that similarity breeds connection: precisely known as "homophily". Homophily has been extensively studied in the social sciences and refers to the idea that users in a social system tend to bond more with ones who are similar to them than to ones who are dissimilar. The key observation is that homophily structures the ego-networks of individuals and impacts their communication behavior. It is therefore likely to effect the mechanisms in which information propagates among them. To this effect, we investigate the interplay between homophily along diverse user attributes and the information diffusion process on social media. In our approach, we first extract diffusion characteristics---corresponding to the baseline social graph as well as graphs filtered on different user attributes (e.g. location, activity). Second, we propose a Dynamic Bayesian Network based framework to predict diffusion characteristics at a future time. Third, the impact of attribute homophily is quantified by the ability of the predicted characteristics in explaining actual diffusion, and external variables, including trends in search and news. Experimental results on a large Twitter dataset demonstrate that choice of the homophilous attribute can impact the prediction of information diffusion, given a specific metric and a topic. In most cases, attribute homophily is able to explain the actual diffusion and external trends by 15-25 over cases when homophily is not considered.