How exposure to different opinions impacts the life cycle of social media
Name
Manuscript ANOR_review_V4_MJ_DSpace.pdf
Size
2.11 MB
Format
Adobe PDF
Checksum (MD5)
210704e1ee1af1e9ea0360418c0b90f5
Author(s)
Rad, Armin A.
Jalali, Seyed Mohammad Javad
Rahmandad, Hazhir
Date Issued
June 2017
Journal
Annals of Operations Research
Publisher
Springer-Verlag
Citation
Rad, Armin A. et al. “How Exposure to Different Opinions Impacts the Life Cycle of Social Media.” Annals of Operations Research (June 2017) © 2017 Springer Science+Business Media
Version
Author's final manuscript
Abstract
As a lot of communication and media consumption moves online, people may be exposed to a wider population and more diverse opinions. However, individuals may act differently when faced with opinions far removed from their own. Moreover, changes in the frequency of visits, posting, and other forms of expression could lead to narrowing of the opinions that each person observes, as well as changes in the customer base for online platforms. Despite increasing research on the rise and fall of online social media outlets, user activity
in response to exposure to others’ opinions has received little attention. In this study, we first introduce a method that maps opinions of individuals and their generated content on a multi-dimensional space by factorizing an individual-object interaction (e.g., user-news rating) matrix. Using data on 6,151 users interacting with 287,327 pieces of content over 21 months on a social media platform we estimate changes in individuals’ activities in response to interact ion with content expressing a variety of opinions. We find that individuals increase their online activities when interacting with content close to their own opinions, and interacting with extreme opinions may decrease their activities. Finally, developing an agent-based simulation model, we study the effect of the estimated mechanisms on the future success of a simulated platform. Keywords: social media; user activity; opinion measuring; agent-based simulation
MIT Department
Sloan School of Management
Terms of Use
Creative Commons Attribution-Noncommercial-Share Alike
Persistent DSpace Link
DOI of Published Version
https://doi.org/10.1007/s10479-017-2554-8
