Chen-Nee Chuah

Peeking into the invitation-based adoption process of OSN-based applications

Mohammad Rezaur Rahman, Pierre-Andr Nol, Chen-Nee Chuah, Balachander Krishnamurthy, Raissa M. D'Souza, S. Felix Wu
Appears in: 
CCR January 2014
Public Review By: 
Fabian E. Bustamante

Understanding the adoption process of an idea, a product or an app, as it circulates over an online social network (OSN) could let us better plan advertisement campaigns or even steer that adoption process. How does an idea spread? What features drive it? What role do influential people play? A recent New York Times article1 discusses how traditional retailers are partnering with OSN companies to leverage the growing number of shoppers wandering around the aisles, cellphone in hand. Once in an OSN, most chief marketing officers would surely love to know how to most effectively spread the news of their latest sale event and which customers, if any, should be paid special attention. Trying to answer such questions through an empirical study of social behavior on a popular OSN is a challenge. Even if one can collect the necessary data at scale, despite the obvious privacy concerns, there is still the need to capture all the different channels that could be used for advertisement and recruitment within an OSN, such as emails, news feeds and application requests (AR). The authors have managed to do just that. They got their hands on an impressive dataset from a popular Facebook “gifting” application, extending over 64 weeks and covering the major lifespan of the app. Since gifting apps solely use ARs for inter-user communication, and all ARs are part of this dataset, their analysis accounts for all communication (of course only within the OSN). Besides the apt timing, impressive dataset and clever methodology, the reviewers remarked the interesting measurements of the cascade phenomenon (a chain of adoptions initiated by a seed user) and some of their intriguing findings. These include, for instance, the fact that the out-degree of a seed user does not correlate with the size of the cascade it initiates and that neither does the fact that a seed initiated a large cascade indicates that this seed caused it. There were not clear weaknesses pointed out, but a general concern about the validity of the authors’ observations in other applications, with different dynamics and social strategies to stimulate adoption.

ProgME: Towards Programmable Network MEasurement

Lihua Yuan, Chen-Nee Chuah, and Prasant Mohapatra
Appears in: 
CCR October 2007

Traffic measurements provide critical input for a wide range of network management applications, including traffic engineering, accounting, and security analysis. Existing measurement tools collect traffic statistics based on some predetermined, inflexible concept of “flows”. They do not have sufficient built-in intelligence to understand the application requirements or adapt to the traffic conditions. Consequently, they have limited scalability with respect to the number of flows and the heterogeneity of monitoring applications.

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