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How Information Spreads in Online Social Networks

Advances in Business and Management Forecasting

ISBN: 978-1-78635-534-8, eISBN: 978-1-78635-533-1

Publication date: 18 July 2016

Abstract

Online social networks are increasingly important venues for businesses to promote their products and image. However, information propagation in online social networks is significantly more complicated compared to traditional transmission media such as newspaper, radio, and television. In this chapter, we will discuss research on modeling and forecasting diffusion of virally marketed content in social networks. Important aspects include the content and its presentation, the network topology, and transmission dynamics. Theoretical models, algorithms, and case studies of viral marketing will be explored.

Keywords

Citation

Quinn, C.J., Quinn, M.J., Olinsky, A.D. and Quinn, J.T. (2016), "How Information Spreads in Online Social Networks", Advances in Business and Management Forecasting (Advances in Business and Management Forecasting, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 209-235. https://doi.org/10.1108/S1477-407020160000011012

Publisher

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Emerald Group Publishing Limited

Copyright © 2016 Emerald Group Publishing Limited