Impact of individual interest shift on information dissemination in modular networks

Social networks exhibit strong community structure. Many researches have been done to explore the impacts of community structure on information diffusion but few combined with human behaviors together. In this paper, we focus on how the individual interests' changing behavior impacts the dynamics of information propagation. Firstly, we propose an information dissemination model considering both the community structure and individual interest shift where social reinforcement and time decaying are taken into account. The accuracy of the model is evaluated by comparing the simulation and theoretical results. Further, the numerical results illustrate that both the community structure and the interests changing behavior have effects on the outbreak size of the information dissemination. Specially, lower modularity and higher community connection density will accelerate the speed of information propagation especially when the information maximal lifetime is shorter. In addition, the changes of individual interests in the message have a great impact on the final density of the received through increasing or decreasing the number of satisfied individuals directly. What is more, our findings suggest that when the modularity of the network is higher and the community clustering coefficient is lower individual interest shift behavior will have a heavier effect on the spread scope.