On the Role of Mentions on Tweet Virality

In this paper, we investigate the role of mentions on tweet propagation. We propose a novel tweet propagation model SIR_MF based on a multiplex network framework, that allows to analyze the effects of mentioning on final retweet count. The basic bricks of this model are supported by a comprehensive study of multiple real datasets and simulations of the model show a nice agreement with the empirically observed tweet popularity. Studies and experiments also reveal that follower count, retweet rate & profile similarity are important factors in gaining tweet popularity and allow to better understand the impact of the mention strategies on the retweet count. Interestingly, we analytically identify a critical retweet rate regulating the role of mention on the tweet popularity. Finally, our data driven simulation demonstrates that the proposed mention recommendation heuristic "Easy-Mention" outperforms the benchmark "Whom-To-Mention" algorithm.