Information in social networks moves at an unexpectedly slow pace, with the exception of some mass events. This is one of the main conclusions of a study carried out by researchers at Carlos III University of Madrid (UC3M) and IBM, who analyze how the behaviour of internauts influences the spread of information through Internet.
The spread of information in social networks, something of crucial importance in awareness and marketing campaigns or the spreading of rumours and viruses, for example, is largely determined by the great heterogeneity of internauts in their response time, according to the researchers. Traditional models estimated that internauts respond in approximately one day and that, as such, it took one day for information to be transmitted. However, this study, based on an actual experiment by IBM to observe and quantify the spread of business information in social networks, points out that it occurs at two speeds due to user activity. “Those who respond very quickly to e-mails, technology addicts who are always connected, are the ones responsible for spreading certain rumours or campaigns quickly via Internet,” notes Esteban Moro, professor of Mathematics at the UC3M.
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