Tracing secondhand opinions across social networks

Thursday, August 10, 2017 - 08:02 in Mathematics & Economics

Tracking the Twitter updates of a random sample of 300,000 active users over the course of a month reveals that this particular corner of social media and social networking is not quite as equitable and democratic as popular perception might have us believe. Indeed, the research published in the International Journal of Internet Marketing and Advertising reveals that there is a two-step flow of information through which a minority of users accounts for the majority of influence. Opinion leaders follow other opinion leaders and effectively form a community of influencers within the wider user base and the information they disseminate then follows a power-law distribution as everyday users share, retweet and reuse that information.

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