A GENERALIZATION OF THRESHOLD-BASED AND PROBABILITY-BASED MODELS OF INFORMATION DIFFUSION

Abstract

Diffusion of information through complex networks is of interest in studies such as propagation prediction and influence maximization, both of which have applications in viral marketing and rumor controlling. There are a variety of information diffusion models, all of which simulate the adoption and spread of information over time. However, there is a lack of understanding of whether, despite their conceptual differences, these models represent the same underlying generative structures. For instance, if two different models utilize different conceptual mechanisms, but generate the same results, does the choice of model matter? A classification of diffusion of information models is developed based on the neighbor knowledge of the model infection requirement and the stochasticity of the model. This classification allows for the identification of models that fall into each respective category. The study involves the analysis of the following agent-based models on directed scale-free networks: (1) a linear absolute threshold model (LATM), (2) a linear fractional threshold model (LTFM), (3) the independent cascade model (ICM), (4) Bass-Rand-Rust model (BRRM) (5) a stochastic linear absolute threshold model (SLATM) (6) a stochastic fractional threshold model (SLFTM), and (7) Dodds–Watts model (DWM). Through the execution of simulations and analysis of the experimental results, the distinctive properties of each model are identified. Our analysis reveals that similarity in conceptual design does not imply similarity in behavior concerning speed, final state of nodes and edges, and sensitivity to parameters. Therefore, we highlight the importance of considering the unique behavioral characteristics of each model when selecting a suitable information diffusion model for a particular application.