text: This article provides a comprehensive investigation on the relations between virality of news articles and the emotions they are found to evoke. Virality, in our view, is a phenomenon with many facets, i.e. under this generic term several different effects of persuasive communication are comprised. By exploiting a high-coverage and bilingual corpus of documents containing metrics of their spread on social networks as well as a massive affective annotation provided by readers, we present a thorough analysis of the interplay between evoked emotions and viral facets. We highlight and discuss our findings in light of a cross-lingual approach: while we discover differences in evoked emotions and corresponding viral effects, we provide preliminary evidence of a generalized explanatory model rooted in the deep structure of emotions: the Valence-Arousal-Dominance (VAD) circumplex. We find that viral facets appear to be consistently affected by particular VAD configurations, and these configurations indicate a clear connection with distinct phenomena underlying persuasive communication.
  @cite_26: We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246 increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98 increase. Although active-personalized viral messages are more effective in encouraging adoption per message and are correlated with more user engagement and sustained product use, passive-broadcast messaging is used more often, generating more total peer adoption in the network. Our work provides a model for how randomized trials can identify peer influence in social networks. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors. This paper was accepted by Pradeep Chintagunta and Preyas Desai, special issue editors.
  @cite_8: Using comment information available from Digg we define a co-participation network between users. We focus on the analysis of this implicit network, and study the behavioral characteristics of users. Using an entropy measure, we infer that users at Digg are not highly focused and participate across a wide range of topics. We also use the comment data and social network derived features to predict the popularity of online content linked at Digg using a classification and regression framework. We show promising results for predicting the popularity scores even after limiting our feature extraction to the first few hours of comment activity that follows a Digg submission.
  @cite_21: The social Web is transforming the way information is created and distributed. Blog authoring tools enable users to publish content, while sites such as Digg and Del.icio.us are used to distribute content to a wider audience. With content fast becoming a commodity, interest in using social networks to promote and find content has grown, both on the side of content producers (viral marketing) and consumers (recommendation). Here we study the role of social networks in promoting content on Digg, a social news aggregator that allows users to submit links to and vote on news stories. Digg's goal is to feature the most interesting stories on its front page, and it aggregates opinions of its many users to identify them. Like other social networking sites, Digg allows users to designate other users as "friends" and see what stories they found interesting. We studied the spread of interest in news stories submitted to Digg in June 2006. Our results suggest that pattern of the spread of interest in a story on the network is indicative of how popular the story will become. Stories that spread mainly outside of the submitter's neighborhood go on to be very popular, while stories that spread mainly through submitter's social neighborhood prove not to be very popular. This effect is visible already in the early stages of voting, and one can make a prediction about the potential audience of a story simply by analyzing where the initial votes come from.
  @cite_24: In this paper, we focus on the challenge that users face in processing messages on the web posted in participatory media settings, such as blogs. It is desirable to recommend to users a restricted set of messages that may be most valuable to them. Credibility of a message is an important criteria to judge its value. In our approach, theories developed in sociology, political science and information science are used to design a model for evaluating the credibility of messages that is userspecific and that is sensitive to the social network in which the user resides. To recommend new messages to users, we employ Bayesian learning, built on past user behaviour, integrating new concepts of context and completeness of messages inspired from the strength of weak ties hypothesis, from social network theory. We are able to demonstrate that our method is effective in providing the most credible messages to users, through a user study on the digg.com dataset.
  @cite_5: Large-scale socially-generated metadata is one of the key features driving the growth and success of the emerging Social Web. Recently there have been many research efforts to study the quality of this metadata that relies on quality assessments made by human experts external to a Social Web community. We are interested in studying how an online community itself perceives the relative quality of its own user-contributed content, which has important implications for the successful self-regulation and growth of the Social Web. To this end, we study the community preference for user-contributed comments on the social news aggregator Digg. In our analysis, we study several factors impacting community preference. We propose a learningbased approach for predicting the community’s preference rating of unseen comments, which can be used to promote high-quality comments and filter out lowquality comments based on the community’s expressed preferences.
  @cite_12: Social networks have emerged as a critical factor in information dissemination, search, marketing, expertise and influence discovery, and potentially an important tool for mobilizing people. Social media has made social networks ubiquitous, and also given researchers access to massive quantities of data for empirical analysis. These data sets offer a rich source of evidence for studying dynamics of individual and group behavior, the structure of networks and global patterns of the flow of information on them. However, in most previous studies, the structure of the underlying networks was not directly visible but had to be inferred from the flow of information from one individual to another. As a result, we do not yet understand dynamics of information spread on networks or how the structure of the network affects it. We address this gap by analyzing data from two popular social news sites. Specifically, we extract social networks of active users on Digg and Twitter, and track how interest in news stories spreads among them. We show that social networks play a crucial role in the spread of information on these sites, and that network structure affects dynamics of information flow.
summary: Several researchers have studied information flow, community building and similar processes using Social Networking sites as a reference @cite_24 @cite_8 @cite_5 @cite_12 . However, the great majority focused on network-related features without taking into account the actual content spreading within the network @cite_21 . A hybrid approach focusing on both product characteristics and network related features is presented in @cite_26 : the authors study the effect of passive-broadcast and active-personalized notifications embedded in an application aimed at fostering word of mouth.