Journal Article

Distinguishing influence-based contagion from homophily-driven diffusion in dynamic networks

Muchnik, Lev, Sundararajan, Arun, Aral, Sinan

2009

Overview

Node characteristics and behaviors are often correlated with the structure of social networks over time. While evidence of this type of assortative mixing and temporal clustering of behaviors among linked nodes is used to support claims of peer influence and social contagion in networks, homophily may also explain such evidence. Here we develop a dynamic matched sample estimation framework to distinguish influence and homophily effects in dynamic networks, and we apply this framework to a global instant messaging network of 27.4 million users, using data on the day-by-day adoption of a mobile service application and users' longitudinal behavioral, demographic, and geographic data. We find that previous methods overestimate peer influence in product adoption decisions in this network by 300-700%, and that homophily explains >50% of the perceived behavioral contagion. These findings and methods are essential to both our understanding of the mechanisms that drive contagions in networks and our knowledge of how to propagate or combat them in domains as diverse as epidemiology, marketing, development economics, and public health.

• Publisher: National Academy of Sciences,National Acad Sciences
• Subject: Communication / Decision Making / Demography / Early adopters / Epidemiology / Estimation methods / Friendship / Humans / Influence / Instant messaging / marketing / Models, Statistical / Overestimates / Peer Group / Peer pressure / Peer relationships / Public health / Search engines / Social conditions / Social interaction / Social networking / Social networks / Social Sciences / Social Support / Traffic / Traffic estimation