Abstract:
: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.
journal_name
Proc Natl Acad Sci U S Aauthors
Aral S,Muchnik L,Sundararajan Adoi
10.1073/pnas.0908800106subject
Has Abstractpub_date
2009-12-22 00:00:00pages
21544-9issue
51eissn
0027-8424issn
1091-6490pii
0908800106journal_volume
106pub_type
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