A campaign-type cascade attaining stable popularity

摘要

Large-scale information cascades on online social networks (OSNs) have attracted a great deal of attention in various fields. Although the life times of most information cascades are quite short, some advertising campaigns occasionally generate long-lived cascades by adopting various dissemination strategies (e.g., rewards are given for promoting the dissemination). This paper focuses on one of such campaigns, the YOGUR STAND campaign on the Twitter network in Japan. Our data analysis indicates that the popularity of the campaign web page has two notable features. (1) It has elasticity. The impact of the large-scale Kumamoto earthquakes on the popularity was quite large as well as temporary. (2) It has stationarity. The YOGUR STAND account gained roughly the same (around 2,000) new followers every day.