Topic Lifecycle on Social Networks: Analyzing the Effects of Semantic Continuity and Social Communities

TL;DR

This paper introduces a novel word embedding approach to analyze Twitter topic lifecycles, emphasizing the role of social communities in the evolution, morphing, and adoption of hashtags over time.

Contribution

It presents a new method combining semantic and temporal analysis to study community-specific topic evolution, revealing community-driven dynamics of hashtag lifecycle.

Findings

Topics evolve through hashtag morphing within communities.

Hashtags die in some communities and transform in others.

Community behavior significantly influences topic lifecycle patterns.

Abstract

Topic lifecycle analysis on Twitter, a branch of study that investigates Twitter topics from their birth through lifecycle to death, has gained immense mainstream research popularity. In the literature, topics are often treated as one of (a) hashtags (independent from other hashtags), (b) a burst of keywords in a short time span or (c) a latent concept space captured by advanced text analysis methodologies, such as Latent Dirichlet Allocation (LDA). The first two approaches are not capable of recognizing topics where different users use different hashtags to express the same concept (semantically related), while the third approach misses out the user's explicit intent expressed via hashtags. In our work, we use a word embedding based approach to cluster different hashtags together, and the temporal concurrency of the hashtag usages, thus forming topics (a semantically and temporally related group of hashtags).We present a novel analysis of topic lifecycles with respect to communities. We characterize the participation of social communities in the topic clusters, and analyze the lifecycle of topic clusters with respect to such participation. We derive first-of-its-kind novel insights with respect to the complex evolution of topics over communities and time: temporal morphing of topics over hashtags within communities, how the hashtags die in some communities but morph into some other hashtags in some other communities (that, it is a community-level phenomenon), and how specific communities adopt to specific hashtags. Our work is fundamental in the space of topic lifecycle modeling and understanding in communities: it redefines our understanding of topic lifecycles and shows that the social boundaries of topic lifecycles are deeply ingrained with community behavior.