05-network_effects_annot

05-network_effects_annot -...

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CS224W: Social and Information Network Analysis re eskovec tanford University Jure Leskovec, Stanford University http://cs224w.stanford.edu
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reading through networks: Spreading through networks: Cascading behavior Diffusion of innovations Epidemics Examples: iological: Biological: Diseases via contagion Technological: ascading failures Cascading failures Spread of information Social: Rumors, news, new technology Viral marketing 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 2
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10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 3
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10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 4
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c 1 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 5
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ne of the networks is a spread of a disease One of the networks is a spread of a disease, the other one is product recommendations hich is which? Which is which? 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 6
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fundamental process in social networks: A fundamental process in social networks: Behaviors that cascade from node to node like an epidemic News, opinions, rumors, fads, urban legends, … Word of mouth effects in marketing: rise of new websites, free web based services Virus, disease propagation Change in social priorities: smoking, recycling Saturation news coverage: topic diffusion among bloggers Internet energized political campaigns Cascading failures in financial markets g Localized effects: riots, people walking out of a lecture 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 7
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xperimental studies of diffusion: Experimental studies of diffusion: Spread of new agricultural practices [Ryan Gross 1943] Adoption of a new hybrid corn between the 259 farmers in Iowa Classical study of diffusion Interpersonal network plays important role in adoption Diffusion is a social process Spread of new medical practices [Coleman et al. 1966] udied the adoption of a new drug between doctors in Illinois Studied the adoption of a new drug between doctors in Illinois Clinical studies and scientific evaluations were not sufficient to convince the doctors th il f th t ld t dt i It was the social power of peers that led to adoption 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 8
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Diffusion is a social process 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 9
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nders and followers of recommendations Senders and followers of recommendations receive discounts on products 10% credit 10% off 10/10/2010 Jure Leskovec, Stanford CS224W: Social and Information Network Analysis, http://cs224w.stanford.edu 10
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iffusion has many (very interesting)
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This note was uploaded on 01/11/2011 for the course CS 224 at Stanford.

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05-network_effects_annot -...

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