Information diffusion, which studies how information is propagated in social networks, has attracted considerable research effort recently. However, most existing approaches do not distinguish social roles that nodes may play in the diffusion process. In this paper, we study the interplay between users' social roles and their influence on information diffusion. We propose a Role-Aware INformation diffusion model (RAIN) that integrates social role recognition and diffusion modeling into a unified framework. We develop a Gibbs-sampling based algorithm to learn the proposed model using historical diffusion data. The proposed model can be applied to different scenarios. For instance, at the micro-level, the proposed model can be used to predict whether an individual user will repost a specific message; while at the macro-level, we can use the model to predict the scale and the duration of a diffusion process. We evaluate the proposed model on a real social media data set. Our model performs much better in both micro- and macro-level prediction than several alternative methods.

Conformity is the inclination of a person to be influenced by others. In this paper, we study how the conformity tendency of a person changes with her role, as defined by her structural properties in a social network. We first formalize conformity using a utility function based on the conformity theory from social psychology, and validate the proposed utility function by proving the existence of Nash Equilibria when all users in a network behave according to it. We then extend and incorporate the utility function into a probabilistic topic model, called the Role-Conformity Model (RCM), for modeling user behaviors under the effect of conformity. We apply the proposed RCM to several academic research networks, and discover that people with higher degree and lower clustering coefficient are more likely to conform to others. We also evaluate RCM through the task of word usage prediction in academic publications, and show significant improvements over baseline models.