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Social influence: from contagion to a richer causal understanding

Liotsiou, Dimitra, Moreau, Luc and Halford, Susan (2016) Social influence: from contagion to a richer causal understanding At 8th International Conference on Social Informatics (SocInfo 2016), United States. 11 - 14 Nov 2016. , pp. 116-132. (doi:10.1007/978-3-319-47874-6_9).

Record type: Conference or Workshop Item (Poster)

Abstract

A central problem in the analysis of observational data is inferring causal relationships - what are the underlying causes of the observed behaviors? With the recent proliferation of Big Data from online social networks, it has become important to determine to what extent social influence causes certain messages to ‘go viral’, and to what extent other causes also play a role. In this paper, we present a causal framework showing that social influence is confounded with personal similarity, traits of the focal item, and external circumstances. Combined with a set of qualitative considerations on the combination of these sources of causation, we show how this framework can enable investigators to systematically evaluate, strengthen and qualify causal claims about social influence, and we demonstrate its usefulness and versatility by applying it to a variety of common online social datasets.

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More information

e-pub ahead of print date: 19 October 2016
Venue - Dates: 8th International Conference on Social Informatics (SocInfo 2016), United States, 2016-11-11 - 2016-11-14
Organisations: Web & Internet Science

Identifiers

Local EPrints ID: 401369
URI: http://eprints.soton.ac.uk/id/eprint/401369
PURE UUID: 93facf60-5c59-4afa-8a94-e5c44b906639
ORCID for Luc Moreau: ORCID iD orcid.org/0000-0002-3494-120X

Catalogue record

Date deposited: 29 Nov 2016 15:11
Last modified: 17 Jul 2017 18:02

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Contributors

Author: Dimitra Liotsiou
Author: Luc Moreau ORCID iD
Author: Susan Halford

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