Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts

Abstract Information spreading processes are a key phenomenon observed within real and digital social networks. Network members are often under pressure from incoming information with different sources, such as informative campaigns for increasing awareness, viral marketing, rumours, fake news, or t...

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Autor principal:	Jarosław Jankowski
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/d88ed46a4c1e49e3bdd0a9f140f98779
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spelling	oai:doaj.org-article:d88ed46a4c1e49e3bdd0a9f140f987792021-12-02T18:48:09ZHabituation effect in social networks as a potential factor silently crushing influence maximisation efforts10.1038/s41598-021-98493-92045-2322https://doaj.org/article/d88ed46a4c1e49e3bdd0a9f140f987792021-09-01T00:00:00Zhttps://doi.org/10.1038/s41598-021-98493-9https://doaj.org/toc/2045-2322Abstract Information spreading processes are a key phenomenon observed within real and digital social networks. Network members are often under pressure from incoming information with different sources, such as informative campaigns for increasing awareness, viral marketing, rumours, fake news, or the results of other activities. Messages are often repeated, and such repetition can improve performance in the form of cumulative influence. Repeated messages may also be ignored due to a limited ability to process information. Learning processes are leading to the repeated messages being ignored, as their content has already been absorbed. In such cases, responsiveness decreases with repetition, and the habituation effect can be observed. Here, we analyse spreading processes while considering the habituation effect and performance drop along with an increased number of contacts. The ability to recover when reducing the number of messages is also considered. The results show that even low habituation and a decrease in propagation probability may substantially impact network coverage. This can lead to a significant reduction in the potential for a seed set selected with an influence maximisation method. Apart from the impact of the habituation effect on spreading processes, we show how it can be reduced with the use of the sequential seeding approach. This shows that sequential seeding is less sensitive to the habituation effect than single-stage seeding, and that it can be used to limit the negative impact on users overloaded with incoming messages.Jarosław JankowskiNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 11, Iss 1, Pp 1-12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Jarosław Jankowski Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
description	Abstract Information spreading processes are a key phenomenon observed within real and digital social networks. Network members are often under pressure from incoming information with different sources, such as informative campaigns for increasing awareness, viral marketing, rumours, fake news, or the results of other activities. Messages are often repeated, and such repetition can improve performance in the form of cumulative influence. Repeated messages may also be ignored due to a limited ability to process information. Learning processes are leading to the repeated messages being ignored, as their content has already been absorbed. In such cases, responsiveness decreases with repetition, and the habituation effect can be observed. Here, we analyse spreading processes while considering the habituation effect and performance drop along with an increased number of contacts. The ability to recover when reducing the number of messages is also considered. The results show that even low habituation and a decrease in propagation probability may substantially impact network coverage. This can lead to a significant reduction in the potential for a seed set selected with an influence maximisation method. Apart from the impact of the habituation effect on spreading processes, we show how it can be reduced with the use of the sequential seeding approach. This shows that sequential seeding is less sensitive to the habituation effect than single-stage seeding, and that it can be used to limit the negative impact on users overloaded with incoming messages.
format	article
author	Jarosław Jankowski
author_facet	Jarosław Jankowski
author_sort	Jarosław Jankowski
title	Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
title_short	Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
title_full	Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
title_fullStr	Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
title_full_unstemmed	Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
title_sort	habituation effect in social networks as a potential factor silently crushing influence maximisation efforts
publisher	Nature Portfolio
publishDate	2021
url	https://doaj.org/article/d88ed46a4c1e49e3bdd0a9f140f98779
work_keys_str_mv	AT jarosławjankowski habituationeffectinsocialnetworksasapotentialfactorsilentlycrushinginfluencemaximisationefforts
_version_	1718377653303508992

Habituation effect in social networks as a potential factor silently crushing influence maximisation efforts

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