Beyond the Coverage of Information Spreading: Analytical and Empirical Evidence of Re-exposure in Large-scale Online Social Networks

Peer influence and social contagion are key denominators in the adoption and participation of information spreading, such as news propagation, word-of-mouth or viral marketing. In this study, we argue that it is biased to only focus on the scale and coverage of information spreading, and propose that the level of influence reinforcement, quantified by the re-exposure rate, i.e., the rate of individuals who are repeatedly exposed to the same information, should be considered together to measure the effectiveness of spreading. We show that local network structural characteristics significantly affects the probability of being exposed or re-exposed to the same information. After analyzing trending news on the super large-scale online network of Sina Weibo (China's Twitter) with 430 million connected users, we find a class of users with extremely low exposure rate, even they are following tens of thousands of others; and the re-exposure rate is substantially higher for news with more transmission waves and stronger secondary forwarding. While exposure and re-exposure rate typically grow together with the scale of spreading, we find exceptional cases where it is possible to achieve a high exposure rate while maintaining low re-exposure rate, or vice versa.
Comment: 16 pages,7 figures,1 table