Do Diffusion Protocols Govern Cascade Growth? Justin Cheng1 , Jon Kleinberg2 , Jure Leskovec3 , David Liben-Nowell4 , Bogdan State1 , Karthik Subbian1 , and Lada Adamic1 jcheng@fb.com, kleinber@cs.cornell.edu, jure@cs.stanford.edu, dln@carleton.edu,...
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Do Diffusion Protocols Govern Cascade Growth? Justin Cheng1 , Jon Kleinberg2 , Jure Leskovec3 , David Liben-Nowell4 , Bogdan State1 , Karthik Subbian1 , and Lada Adamic1 jcheng@fb.com, kleinber@cs.cornell.edu, jure@cs.stanford.edu, dln@carleton.edu, bogdanstate@fb.com, ksubbian@fb.com, ladamic@fb.com 1 Facebook, 2 Cornell University, 3 Stanford University, 4 Carleton College arXiv:1805.07368v1 [cs.SI] 18 May 2018 Abstract Large cascades can develop in online social networks as peo- ple share information with one another. Though simple re- share cascades have been studied extensively, the full range of cascading behaviors on social media is much more di- verse. Here we study how diffusion protocols, or the social ex- changes that enable information transmission, affect cascade growth, analogous to the way communication protocols de- fine how information is transmitted from one point to another. Studying 98 of the largest information cascades on Facebook, we find a wide range of diffusio
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