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Digital Library of the
European Council for Modelling and Simulation |
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Title: |
Impact Of Homophily
On Diffusion Dynamics Over Social Networks |
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Authors: |
Mustafa Yavas, Goenenc Yuecel |
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Published in:
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(2013).ECMS 2013 Proceedings edited
by: W. Rekdalsbakken, R. T. Bye, H. Zhang European Council for Modeling
and Simulation. doi:10.7148/2013 ISBN:
978-0-9564944-6-7 27th
European Conference on Modelling and Simulation, Aalesund, Norway, May 27th –
30th, 2013 |
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Citation
format: |
Mustafa Yavas,
Goenenc Yuecel (2013).
Impact Of Homophily On Diffusion Dynamics Over
Social Networks, ECMS 2013 Proceedings edited by: W. Rekdalsbakken, R. T. Bye,
H. Zhang, European Council for Modeling and Simulation. doi:10.7148/2013-0888 |
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DOI: |
http://dx.doi.org/10.7148/2013-0888 |
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Abstract: |
The purpose of this study is
to find out under what conditions homophily reinforce
the diffusions over social networks or undermines them. To realize this aim, formal
modeling approach is utilized and an Agent-Based Model is constructed. Afterwards,
diffusion of a non-sticky innovation is investigated with the experiments
having varying homophily levels in a social network
with two distinct kinds of agents as the primary control variable. The results
show that (i) homophily
reinforces itself (ii) looking at the macro- behavior of the diffusion,
initial increases in the level of homophily has a
positive effect on adopted fraction of the population whereas further
increases have a negative impact, and (iii) looking at the micro-behavior of
the diffusion, increasing homophily can result in local
maxima even the macro trend is decreasing. Connectedness and average degrees interacting
with social persuasion are the two explanatory remarks in the course of
investigating the impact of homophily. As a by-product,
the model is also capable of capturing the segregation dynamics over social networks.
Future research involves allowing the adopted innovation to lead to value homophily, exploration of the different diffusion
initiation types and adoption heuristics |
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