9. A New Model for Information Diffusion in Heterogeneous Social Networks

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Abstract
This paper discusses a new model for the diffusion of information through heterogeneous social networks. In earlier models, when information was given by one actor to another the transmitter did not retain the information. The new model is an improvement on earlier ones because it allows a transmitter of information to retain that information after telling it to somebody else. Consequently, the new model allows more actors to have information during the information diffusion process. The model provides predictions of diffusion times in a given network at the global, dyadic, and individual levels. This leads to straightforward generalizations of network measures, such as closeness centrality and betweenness centrality, for research problems that focus on the efficiency of information transfer in a network. We analyze in detail how information diffusion times and centrality measures depend on a series of network measures, such as degrees and bridges. One important finding is that predictions about the time actors need to spread information in the network differ considerably between the new and old models, while the predictions about the time needed to receive information hardly differ. Finally, some cautionary remarks are made about using the model in empirical research.