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Encyclopedia of Database Systems pp 3523–3528Cite as

Social Influence

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Synonyms

Information cascade; Information diffusion; Information spread; Innovation diffusion

Definition

SocialFootnote 1 influence is the study of individuals being affected by their peers. The subject studies how one’s ideas, beliefs, or characteristics are influenced and formed by their family, friends, colleagues, acquaintances, etc. These influences in a large scale lead to so called information diffusion (aka information cascade) that explores the reactions of network entities against new objects and ideas as a result of the social influence they receive from their peers. The topic has been a popular subject of study in different fields including psychology, sociology, economics, and computer science.

Information diffusion explores how and to what extent a new object, called innovation, diffuses through societies. Innovations are ideas, information, products, behaviors, cultures, emotions, viruses, or other objects that are “perceived as new by an individual or other unit of...

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Notes

  1. 1.

    The author currently works at Google Inc., Mountain view, CA

Recommended Reading

  1. Chen W, Wang C, Wang Y. Scalable influence maximization for prevalent viral marketing in large-scale social networks. In: Proceedings of the 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining; 2010. p. 1029–38.

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Author information

Authors and Affiliations

  1. University of Toronto, Toronto, ON, Canada

    Milad Eftekhar

Authors
  1. Milad Eftekhar
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Corresponding author

Correspondence to Milad Eftekhar .

Editor information

Editors and Affiliations

  1. Georgia Institute of Technology College of Computing, Atlanta, GA, USA

    Ling Liu

  2. University of Waterloo School of Computer Science, Waterloo, ON, Canada

    M. Tamer Özsu

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Eftekhar, M. (2018). Social Influence. In: Liu, L., Özsu, M.T. (eds) Encyclopedia of Database Systems. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-8265-9_80694

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