Impact of Homophily on Diffusion Dynamics Over Social Networks

Dados Bibliográficos

ID7527781
AutoresMustafa Yavaş (0000-0002-2777-1986, Bogazici University, Istanbul, Turkey, autor correspondente), Gönenç Yücel (0000-0002-0998-075X, Bogazici University, Istanbul, Turkey)
Ano2014
Volume32
Fascículo3
Páginas354-372
Data de publicação2014-03-24
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoSocial Science Computer Review (JOURNAL)
Identificadores do periódicoISSN: 0894-4393 • E-ISSN: 1552-8286
EditoraSAGE Publishing (PUBLISHER • US)
DOI10.1177/0894439313512464
OpenAlexW2011190096
IdiomaEN
Citações recebidas9
Referências citadas28

The purpose of this study is to analyze the impact of homophily on diffusion over social networks. An agent-based simulation model is developed to serve as the experimental ground for this analysis. Diffusion dynamics of a nonsticky innovation is investigated by varying homophily levels in the social network depicted in the model as the primary control variable. First of all, the results show that homophily is self-reinforcing. Second, starting from a nonhomophilous network, early increases in the level of homophily have a positive effect on the extent of diffusion, whereas further increases have a negative impact. Finally, several local minima and maxima are observed in the relation between the homophily level and the extent of diffusion. Our analysis focuses on node properties such as connectedness and average degrees in order to explain the observed regular relationship between homophily and diffusion. We argue that (i) homophily increases the connectedness of different status groups separately and (ii) increasing levels of homophily decreases the marginal importance of a single homophilous tie by increasing the sources of valuable information. Future research involves investigating the coevolution of social behavior and networks by allowing the adopted innovation to lead to value homophily, exploration of different diffusion initiation types, and different adoption heuristics

Diffusion · Homophily · Social connectedness · Social influence · Social media · Social network (sociolinguistics · Complex Network Analysis Techniques · Computer Science · Evolutionary Game Theory and Cooperation · Opinion Dynamics and Social Influence · Psychology · Social Psychology