Diffusion and reverse diffusion processes in social networks: Analysis using the degree of Diffusion α

Diffusion of information in a social network is characterized by introducing a new parameter, “Degree of Diffusion α.” It relates the ratio of adopters to non-adopters, with the penetration depth in a diffusion process over a social network. Each social network model is found to have on average a different degree of diffusion characteristic value: Random α =148, Small-World α =4.56 and Scale-Free α =1.50. A case study of a Real Social Network (Virtual Friendship Network) is found to have a value of α =29.58 which classifies the network somewhere between Random and Small-World network models. Furthermore, the analysis of reverse diffusion proves obvious irreversibility of the diffusion process in Small-World and Scale-Free but not in Random networks.