Social media generates a prodigious wealth of real-time content at an incessant rate. From all the content that people create and share, only a few topics manage to attract enough attention to rise to the top and become temporal trends which are displayed to users. The question of what factors cause the formation and persistence of trends is an important one that has not been answered yet. In this paper, we conduct an intensive study of trending topics on Twitter and provide a theoretical basis for the formation, persistence and decay of trends. We also demonstrate empirically how factors such as user activity and number of followers do not contribute strongly to trend creation and its propagation. In fact, we find that the resonance of the content with the users of the social network plays a major role in causing trends.
There has been some prior work on analyzing connections on Twitter. @cite_1 studied social interactions on Twitter to reveal that the driving process for usage is a sparse hidden network underlying the friends and followers, while most of the links represent meaningless interactions. @cite_11 have examined Twitter as a mechanism for word-of-mouth advertising. They considered particular brands and products and examined the structure of the postings and the change in sentiments. @cite_9 proposed a propagation model that predicts which users will tweet about which URL based on the history of past user activity.
@cite_9 @cite_1 @cite_11
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Scholars, advertisers and political activists see massive online social networks as a representation of social interactions that can be used to study the propagation of ideas, social bond dynamics and viral marketing, among others. But the linked structures of social networks do not reveal actual interactions among people. Scarcity of attention and the daily rythms of life and work makes people default to interacting with those few that matter and that reciprocate their attention. A study of social interactions within Twitter reveals that the driver of usage is a sparse and hidden network of connections underlying the declared set of friends and followers. Social media services, such as Twitter, enable commercial businesses to participate actively in online word-of-mouth communication. In this project, we examined the potential influences of business engagement in online word-of-mouth communication on the level of consumers engagement and investigated the trajectories of a business online word-of-mouth message diffusion in the Twitter community. We used path analysis to examine 164,478 tweets from 96,725 individual Twitter users with regards to nine brands during a 5-week study period. We operationalized business engagement as the amount of online word-of-mouth messages from brand and the number of consumers the brand follows. We operationalized consumers engagement as the number of online word-of-mouth messages from consumers both connecting to the brand and having no connection with the brand as well as the number of consumers following the brand. We concluded that the business engagement on Twitter relates directly to consumers engagement with online word-of-mouth communication. In addition, retweeting, as an explicit way to show consumers response to business engagement, indicates that the influence only reaches consumers with a second-degree relationship to the brand and that the life cycle of a tweet is generally 1.5 to 4 hours at most. Our research has critical implications in terms of advancing the understanding of the businesss role in the online word-of-mouth communication and bringing insight to the analytics of social networks and online word-of-mouth message diffusion patterns. How far and how fast does information spread in social media? Researchers have recently examined a number of factors that affect information diffusion in online social networks, including: the novelty of information, users' activity levels, who they pay attention to, and how they respond to friends' recommendations. Using URLs as markers of information, we carry out a detailed study of retweeting, the primary mechanism by which information spreads on the Twitter follower graph. Our empirical study examines how users respond to an incoming stimulus, i.e., a tweet (message) from a friend, and reveals that dynamically decaying visibility, which is the increasing cognitive effort required for discovering and acting upon a tweet, combined with limited attention play dominant roles in retweeting behavior. Specifically, we observe that users retweet information when it is most visible, such as when it near the top of their Twitter feed. Moreover, our measurements quantify how a user's limited attention is divided among incoming tweets, providing novel evidence that highly connected individuals are less likely to propagate an arbitrary tweet. Our study indicates that the finite ability to process incoming information constrains social contagion, and we conclude that rapid decay of visibility is the primary barrier to information propagation online.