From Market Saturation to Social Reinforcement: Understanding the Impact of Non-Linearity in Information Diffusion Models

Abstract

Diffusion of information in networks is at the core of many problems in AI. Common examples include the spread of ideas and rumors as well as marketing campaigns. Typically, information diffuses at a non-linear rate, for example, if markets become saturated or if users of social networks reinforce each other's opinions. Despite these characteristics, this area has seen little research, compared to the vast amount of results for linear models, which exhibit less complex dynamics. Especially, when considering the possibility of re-infection, no fully rigorous guarantees exist so far. We address this shortcoming by studying a very general non-linear diffusion model that captures saturation as well as reinforcement. More precisely, we consider a variant of the SIS model in which vertices get infected at a rate that scales polynomially in the number of their infected neighbors, weighted by an infection coefficient $\lambda$. We give the first fully rigorous results for thresholds of $\lambda$ at which the expected survival time becomes super-polynomial. For cliques we show that when the infection rate scales sub-linearly, the threshold only shifts by a poly-logarithmic factor, compared to the standard SIS model. In contrast, super-linear scaling changes the process considerably and shifts the threshold by a polynomial term. For stars, sub-linear and super-linear scaling behave similar and both shift the threshold by a polynomial factor. Our bounds are almost tight, as they are only apart by at most a poly-logarithmic factor from the lower thresholds, at which the expected survival time is logarithmic.