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Deconstructing diffusion on Tumblr: Structural and temporal aspects

Deconstructing diffusion on Tumblr: Structural and temporal aspects
Deconstructing diffusion on Tumblr: Structural and temporal aspects
Online social networks enable collectives of users to create and share content at scale. The diffusion of content through the network, and the resulting information cascades, are phenomena that have been widely investigated on various platforms, which facilitate information diffusion using diverse technical mechanisms, user interfaces and incentives. This paper focuses on Tumblr, an online microblogging social network with a core 'reblogging' functionality that allows information to diffuse across its network by appearing on multiple user blogs. The formation of any cascade network is visible as a list of reblogging events attached as notes to each appearance of the post in the cascade. In this paper, we examine cascade networks on Tumblr, recreated from the series of diffusion events, and analyse them from structural and temporal perspectives. To achieve this, we utilise a cascade construction model that create cascade networks, overcoming problems of a lack of contextual information and missing/degraded data. Finally, we compare cascades in Tumblr with those appearing on other social network platforms. Our analysis shows that popular content on Tumblr creates 'large' cascades that are deep, branching into a large number of separate and long paths, having a consistent number of reblogs at each depth and at each given time.
cascades, tumblr, information diffusion, social network analysis
319-328
ACM
Alrajebah, Nora
5953592e-dd0f-498e-b21b-c1013e557dc5
Carr, Leslie
0572b10e-039d-46c6-bf05-57cce71d3936
Luczak-Roesch, Markus
6cfe587f-e02c-48e8-b2b8-543952ab50a7
Tiropanis, Thanassis
d06654bd-5513-407b-9acd-6f9b9c5009d8
Alrajebah, Nora
5953592e-dd0f-498e-b21b-c1013e557dc5
Carr, Leslie
0572b10e-039d-46c6-bf05-57cce71d3936
Luczak-Roesch, Markus
6cfe587f-e02c-48e8-b2b8-543952ab50a7
Tiropanis, Thanassis
d06654bd-5513-407b-9acd-6f9b9c5009d8

Alrajebah, Nora, Carr, Leslie, Luczak-Roesch, Markus and Tiropanis, Thanassis (2017) Deconstructing diffusion on Tumblr: Structural and temporal aspects. In WebSci '17 Proceedings of the 2017 ACM on Web Science Conference. ACM. pp. 319-328. (doi:10.1145/3091478.3091491).

Record type: Conference or Workshop Item (Paper)

Abstract

Online social networks enable collectives of users to create and share content at scale. The diffusion of content through the network, and the resulting information cascades, are phenomena that have been widely investigated on various platforms, which facilitate information diffusion using diverse technical mechanisms, user interfaces and incentives. This paper focuses on Tumblr, an online microblogging social network with a core 'reblogging' functionality that allows information to diffuse across its network by appearing on multiple user blogs. The formation of any cascade network is visible as a list of reblogging events attached as notes to each appearance of the post in the cascade. In this paper, we examine cascade networks on Tumblr, recreated from the series of diffusion events, and analyse them from structural and temporal perspectives. To achieve this, we utilise a cascade construction model that create cascade networks, overcoming problems of a lack of contextual information and missing/degraded data. Finally, we compare cascades in Tumblr with those appearing on other social network platforms. Our analysis shows that popular content on Tumblr creates 'large' cascades that are deep, branching into a large number of separate and long paths, having a consistent number of reblogs at each depth and at each given time.

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e-pub ahead of print date: 25 June 2017
Published date: 2017
Keywords: cascades, tumblr, information diffusion, social network analysis

Identifiers

Local EPrints ID: 415969
URI: https://eprints.soton.ac.uk/id/eprint/415969
PURE UUID: 3e769276-7a74-43a5-98a4-2d5f7971dd28
ORCID for Leslie Carr: ORCID iD orcid.org/0000-0002-2113-9680
ORCID for Thanassis Tiropanis: ORCID iD orcid.org/0000-0002-6195-2852

Catalogue record

Date deposited: 29 Nov 2017 17:30
Last modified: 06 Jun 2018 13:19

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Contributors

Author: Nora Alrajebah
Author: Leslie Carr ORCID iD
Author: Markus Luczak-Roesch

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