TYSYS School's Yi Zhou and Xian Gao Investigate Efficiency of Recommender Systems on Digital Platforms

New research by TSYS School computer scientist Yi Zhou, his student Xian Gao, and his colleagues from Auburn University points out that recommender systems on digital platforms profoundly influence user behavior through content dissemination, and their diffusion process is, to some extent, similar to the spreading mechanism of infectious diseases to some extent. Their study, which appears in the current issue of Information, uses a network-based susceptibility-infection (SI) model to understand the propagation dynamics of recommended content, and systematically compare the differences in propagation efficiency among three recommendation strategies based on popularity, collaborative filtering, and content. To do so they constructed scale-free user networks based on real-world clickstream data and dynamically adapted the SI model to reflect the realistic scenario of user engagement decay over time. To enhance the understanding of the recommendation process, the study further simulates the visualization changes of the propagation process to show how the content spreads among users. The experimental results show that collaborative filtering performs superior in the initial dissemination, but its dissemination effect decays rapidly over time and is weaker than the other two methods. Thus, this study provides new ideas for modeling and understanding recommender systems from an epidemiological perspective.