An information propagation model considering incomplete reading behavior in microblog

•The microblog propagation is studied considering incomplete reading behavior.•An Mb-SIR model is proposed and validated with the actual data.•The sensitivity and importance of different parameters are evaluated.•Some management insights and information propagation control measures are derived.

Microblog is one of the most popular communication channels on the Internet, and has already become the third largest source of news and public opinions in China. Although researchers have studied the information propagation in microblog using the epidemic models, previous studies have not considered the incomplete reading behavior among microblog users. Therefore, the model cannot fit the real situations well. In this paper, we proposed an improved model entitled Microblog-Susceptible–Infected–Removed (Mb-SIR) for information propagation by explicitly considering the user’s incomplete reading behavior. We also tested the effectiveness of the model using real data from Sina Microblog. We demonstrate that the new proposed model is more accurate in describing the information propagation in microblog. In addition, we also investigate the effects of the critical model parameters, e.g., reading rate, spreading rate, and removed rate through numerical simulations. The simulation results show that, compared with other parameters, reading rate plays the most influential role in the information propagation performance in microblog.