Assistant Professor Lada Adamic has collected and analyzed data from the virtual world of Second Life to study how social influence plays a role in spreading trends. Her study is one of the first to model behaviors for which there is little data on real-world behavior.

Adamic is an author of a paper on the research that graduate student Eytan Bakshy presented on July 7 at the Association for Computer Machinery's Conference on Electronic Commerce in Stanford, Calif. Bakshy is a doctoral student in the School of Information.

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U-M News Service Press Release