Symulacja upodabniania się postaw w sieci relacji społecznych
Model for simulating spread of attitudes in the networks of social relationships

Summary/Abstract: The literature’s analysis has identified three major mechanisms explaining the similarity among people being in the same network of social relations: homophily, confounding and social contagion. The article presents a model for simulating mechanisms responsible for the spread of attitudes in the networks of social relations; along with measures that are able to indicate which of the three mechanisms has taken the major role in the process. The results of the study can be applied in the area of market research as they contribute to understanding of the interdependence of actions, emotions and opinions among consumers and studied mechanisms are associated with such phenomena as fashion, gossip or social epidemic.

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