Rumor diffusion purpose analysis from social attribute to social content

Rumor is one of the important issues for social media. Previous works mainly focus on using social attribute features in rumor analysis. However, social attribute features don't indicate the purpose of a rumor which is one of the most important aspects of a rumor. To solve that problem, we focus on not only those social attribute features, but also social content features to find out what kind of features are useful for exploring the purpose of a rumor. Finally, we propose 6 kinds of features, where four of them belong to social attribute features and two of them belong to social content features. To uncover the purpose of rumors from proposed features, we choose Sina weibo, the biggest micro-blog platform in China, and crawl 11,676 rumors for analysis. The analysis results show that the diffusion purpose of rumors can be concluded from social content attributes, and proposed two layers KL divergence approach is useful in diffusion purpose words perception.