Abstract
WeChat social network is one of the most popular social platforms in China, providing not only communication services but also enabling a number of service innovations. Understanding how information diffuses in an online social network such as WeChat is critical to the design and evaluation of existing or new services. This paper studies the diffusion pattern and predictability of WeChat cascade. We propose an analysis framework for WeChat cascade based on the characteristics of cross-scenario diffusion. By analyzing a real WeChat dataset, we reveal some typical diffusion patterns. We also obtain good prediction performance.
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Acknowledgements
We gratefully acknowledge the support provided social diffusion research group in WeChat Team, Tencent Co., Ltd. This paper was also partially funded by Shenzhen Municipal Development and Reform Commission, Shenzhen Environmental Science and New Energy Technology Engineering Laboratory, Grant Number: SDRC [2016]172.
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Lv, R., Zang, C., (Victor) Chan, W.K., Zhu, W. (2020). Analyzing WeChat Diffusion Cascade: Pattern Discovery and Prediction. In: Yang, H., Qiu, R., Chen, W. (eds) Smart Service Systems, Operations Management, and Analytics. INFORMS-CSS 2019. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-30967-1_34
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DOI: https://doi.org/10.1007/978-3-030-30967-1_34
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