Research On The Multiple-information Spreading Model In Complex Networks

With the rapid development of internet technology and the advent of online social networks, information spread faster and wider than before, which has attracted researchers? attention on the dynamic of information spreading. It creates a favorable condition for viral marketing. However the spreading of some negative information like rumors will have a big impact on society. Therefore, deeply understanding the law of information spreading in complex networks has a very important practical significance.Some work on information spreading show that the attention plays an important role in explaining human behaviors and the attention decay exists in the process of information spreading. However, few researchers take the attention decay into consideration when studying the spreading dynamics of information. Thus in order to explore the influence of the attention decay on information spreading in complex networks, we propose a susceptible-received-accepted-immune single-information spreading model, called SRAI, integrating the memory, the social reinforcement and the attention decay. Performing SRAI model in different complex networks, it is found out that in some situations, the attention decay can reduce the spreading range of information, and the effect of the attention decay will decrease with the increasing of the randomness of the network.In social networks, there are some different information spreading at the same time. Nowadays most multiple-information spreading models take the transmitting probability as a constant, overlooking the features of information spreading. Therefore a susceptible-accepted1-accepted2-immune1 or 2 multiple-information spreading model is proposed, called SA1A2I1|2, including the interaction factor. SA1A2I1|2 model is based on SRAI spreading model and we mainly explore the spreading laws of two information.Performing SA1A2I1|2 model in different complex networks, it is found out that:(1) If there is a competition between two information in the process of information spreading, the one with a bigger transmitting probability, will be less affected than the other one.(2) In order to gain advantage in the competitive spreading, the one with a smaller transmitting probability can select a node with big degree as the initial node.(3) The denser a network is, the more easily two information can spread in the network. What?s more, the primary transmitting probability will have more impact on the process of information spreading.