In cryptography, format-preserving encryption (FPE), refers to encrypting in such a way that the output (the ciphertext) is in the same format as the input (the plaintext). The meaning of "format" varies. Typically only finite sets of characters are used; numeric, alphabetic or alphanumeric. For example: Encrypting a 16-digit credit card number so that the ciphertext is another 16-digit number. Encrypting an English word so that the ciphertext is another English word. Encrypting an n-bit number so that the ciphertext is another n-bit number (this is the definition of an n-bit block cipher). For such finite domains, and for the purposes of the discussion below, the cipher is equivalent to a permutation of N integers {0, ... , N−1} where N is the size of the domain. == Motivation == === Restricted field lengths or formats === One motivation for using FPE comes from the problems associated with integrating encryption into existing applications, with well-defined data models. A typical example would be a credit card number, such as 1234567812345670 (16 bytes long, digits only). Adding encryption to such applications might be challenging if data models are to be changed, as it usually involves changing field length limits or data types. For example, output from a typical block cipher would turn credit card number into a hexadecimal (e.g.0x96a45cbcf9c2a9425cde9e274948cb67, 34 bytes, hexadecimal digits) or Base64 value (e.g. lqRcvPnCqUJc3p4nSUjLZw==, 24 bytes, alphanumeric and special characters), which will break any existing applications expecting the credit card number to be a 16-digit number. Apart from simple formatting problems, using AES-128-CBC, this credit card number might get encrypted to the hexadecimal value 0xde015724b081ea7003de4593d792fd8b695b39e095c98f3a220ff43522a2df02. In addition to the problems caused by creating invalid characters and increasing the size of the data, data encrypted using the CBC mode of an encryption algorithm also changes its value when it is decrypted and encrypted again. This happens because the random seed value that is used to initialize the encryption algorithm and is included as part of the encrypted value is different for each encryption operation. Because of this, it is impossible to use data that has been encrypted with the CBC mode as a unique key to identify a row in a database. FPE attempts to simplify the transition process by preserving the formatting and length of the original data, allowing a drop-in replacement of plaintext values with their ciphertexts in legacy applications. == Comparison to truly random permutations == Although a truly random permutation is the ideal FPE cipher, for large domains it is infeasible to pre-generate and remember a truly random permutation. So the problem of FPE is to generate a pseudorandom permutation from a secret key, in such a way that the computation time for a single value is small (ideally constant, but most importantly smaller than O(N)). == Comparison to block ciphers == An n-bit block cipher technically is a FPE on the set {0, ..., 2n-1}. If an FPE is needed on one of these standard sized sets (for example, n = 64 for DES and n = 128 for AES) a block cipher of the right size can be used. However, in typical usage, a block cipher is used in a mode of operation that allows it to encrypt arbitrarily long messages, and with an initialization vector as discussed above. In this mode, a block cipher is not an FPE. == Definition of security == In cryptographic literature (see most of the references below), the measure of a "good" FPE is whether an attacker can distinguish the FPE from a truly random permutation. Various types of attackers are postulated, depending on whether they have access to oracles or known ciphertext/plaintext pairs. == Algorithms == In most of the approaches listed here, a well-understood block cipher (such as AES) is used as a primitive to take the place of an ideal random function. This has the advantage that incorporation of a secret key into the algorithm is easy. Where AES is mentioned in the following discussion, any other good block cipher would work as well. === The FPE constructions of Black and Rogaway === Implementing FPE with security provably related to that of the underlying block cipher was first undertaken in a paper by cryptographers John Black and Phillip Rogaway, which described three ways to do this. They proved that each of these techniques is as secure as the block cipher that is used to construct it. This means that if the AES algorithm is used to create an FPE algorithm, then the resulting FPE algorithm is as secure as AES because an adversary capable of defeating the FPE algorithm can also defeat the AES algorithm. Therefore, if AES is secure, then the FPE algorithms constructed from it are also secure. In all of the following, E denotes the AES encryption operation that is used to construct an FPE algorithm and F denotes the FPE encryption operation. ==== FPE from a prefix cipher ==== One simple way to create an FPE algorithm on {0, ..., N-1} is to assign a pseudorandom weight to each integer, then sort by weight. The weights are defined by applying an existing block cipher to each integer. Black and Rogaway call this technique a "prefix cipher" and showed it was provably as good as the block cipher used. Thus, to create an FPE on the domain {0,1,2,3}, given a key K apply AES(K) to each integer, giving, for example, weight(0) = 0x56c644080098fc5570f2b329323dbf62 weight(1) = 0x08ee98c0d05e3dad3eb3d6236f23e7b7 weight(2) = 0x47d2e1bf72264fa01fb274465e56ba20 weight(3) = 0x077de40941c93774857961a8a772650d Sorting [0,1,2,3] by weight gives [3,1,2,0], so the cipher is F(0) = 3 F(1) = 1 F(2) = 2 F(3) = 0 This method is only useful for small values of N. For larger values, the size of the lookup table and the required number of encryptions to initialize the table gets too big to be practical. ==== FPE from cycle walking ==== If there is a set M of allowed values within the domain of a pseudorandom permutation P (for example P can be a block cipher like AES), an FPE algorithm can be created from the block cipher by repeatedly applying the block cipher until the result is one of the allowed values (within M). CycleWalkingFPE(x) { if P(x) is an element of M then return P(x) else return CycleWalkingFPE(P(x)) } The recursion is guaranteed to terminate. (Because P is one-to-one and the domain is finite, repeated application of P forms a cycle, so starting with a point in M the cycle will eventually terminate in M.) This has the advantage that the elements of M do not have to be mapped to a consecutive sequence {0,...,N-1} of integers. It has the disadvantage, when M is much smaller than P's domain, that too many iterations might be required for each operation. If P is a block cipher of a fixed size, such as AES, this is a severe restriction on the sizes of M for which this method is efficient. For example, an application may want to encrypt 100-bit values with AES in a way that creates another 100-bit value. With this technique, AES-128-ECB encryption can be applied until it reaches a value which has all of its 28 highest bits set to 0, which will take an average of 228 iterations to happen. ==== FPE from a Feistel network ==== It is also possible to make a FPE algorithm using a Feistel network. A Feistel network needs a source of pseudo-random values for the sub-keys for each round, and the output of the AES algorithm can be used as these pseudo-random values. When this is done, the resulting Feistel construction is good if enough rounds are used. One way to implement an FPE algorithm using AES and a Feistel network is to use as many bits of AES output as are needed to equal the length of the left or right halves of the Feistel network. If a 24-bit value is needed as a sub-key, for example, it is possible to use the lowest 24 bits of the output of AES for this value. This may not result in the output of the Feistel network preserving the format of the input, but it is possible to iterate the Feistel network in the same way that the cycle-walking technique does to ensure that format can be preserved. Because it is possible to adjust the size of the inputs to a Feistel network, it is possible to make it very likely that this iteration ends very quickly on average. In the case of credit card numbers, for example, there are 1015 possible 16-digit credit card numbers (accounting for the redundant check digit), and because the 1015 ≈ 249.8, using a 50-bit wide Feistel network along with cycle walking will create an FPE algorithm that encrypts fairly quickly on average. === The Thorp shuffle === A Thorp shuffle is like an idealized card-shuffle, or equivalently a maximally-unbalanced Feistel cipher where one side is a single bit. It is easier to prove security for unbalanced Feistel ciphers than for balanced ones. === VIL mode === For domain sizes that are a power of two, and an existing block cipher with a smaller bl
Artificial wisdom
Artificial wisdom (AW) is an artificial intelligence (AI) system which is able to display the human traits of wisdom and morals while being able to contemplate its own “endpoint”. Artificial wisdom can be described as artificial intelligence reaching the top-level of decision-making when confronted with the most complex challenging situations. The term artificial wisdom is used when the "intelligence" is based on more than by chance collecting and interpreting data, but by design enriched with smart and conscience strategies that wise people would use. == Overview == The goal of artificial wisdom is to create artificial intelligence that can successfully replicate the “uniquely human trait[s]” of having wisdom and morals as closely as possible. Thus, artificial wisdom, must “incorporate [the] ethical and moral considerations” of the data it uses. There are also many significant ethical and legal implications of AW which are compounded by the rapid advances in AI and related technologies alongside the lack of the development of ethics, guidelines, and regulations without the oversight of any kind of overarching advisory board. Additionally, there are challenges in how to develop, test, and implement AW in real world scenarios. Existing tests do not test the internal thought process by which a computer system reaches its conclusion, only the result of said process. When examining computer-aided wisdom; the partnership of artificial intelligence and contemplative neuroscience, concerns regarding the future of artificial intelligence shift to a more optimistic viewpoint. This artificial wisdom forms the basis of Louis Molnar's monographic article on artificial philosophy, where he coined the term and proposes how artificial intelligence might view its place in the grand scheme of things. == Definitions == There are no universal or standardized definitions for human intelligence, artificial intelligence, human wisdom, or artificial wisdom. However, the DIKW pyramid, describes the continuum of relationship between data, information, knowledge, and wisdom, puts wisdom at the highest level in its hierarchy. Gottfredson defines intelligence as “the ability to reason, plan, solve problems, think abstractly, comprehend complex ideas, learn quickly, and learn from experience”. Definitions for wisdom typically include requiring: The ability for emotional regulation, Pro-social behaviors (e.g., empathy, compassion, and altruism), Self-reflection, “A balance between decisiveness and acceptance of uncertainty and diversity of perspectives, and social advising.” As previously defined, Artificial Wisdom would then be an AI system which is able to solve problems via “an understanding of…context, ethics and moral principles,” rather than simple pre-defined inputs or “learned patterns.” Some scientists have also considered the field of artificial consciousness. However, Jeste states that “…it is generally agreed that only humans can have consciousness, autonomy, will, and theory of mind.” An artificially wise system must also be able to contemplate its end goal and recognize its own ignorance. Additionally, to contemplate its end goal, a wise system must have a “correct conception of worthwhile goals (broadly speaking) or well-being (narrowly speaking)”. "Stephen Grimm further suggests that the following three types of knowledge are individually necessary for wisdom: first, "knowledge of what is good or important for well-being", second, "knowledge of one’s standing, relative to what is good or important for well-being", and third, "knowledge of a strategy for obtaining what is good or important for wellbeing."" == Problems == There are notable problems with attempting to create an artificially wise system. Consciousness, autonomy, and will are considered strictly human features. === Values === There are significant ethical and philosophical issues when attempting to create an intelligent or a wise system. Notably, whose moral values will be used to train the system to be wise. Differing moral values and prejudice can already be seen from various organizations and governments in artificial intelligence. Deployment strategies and values of Artificial Wisdom will conflict between leaders, companies, and countries. Nusbaum states, “When values are in conflict, leaders often make choices that are clever or smart about their own needs, but are often not wise.” === Ethics === Science fiction author Isaac Asimov realized the need to control the technology in the 1940s when he wrote the three laws of robotics as follows: A robot may not injure a human directly or indirectly. A robot must obey human’s orders. A robot should seek to protect its own existence. Additionally, the pace at which technology is rapidly advancing artificial intelligence and thus the need for artificial wisdom may “have outpaced the development of societal guidelines have raised serious questions about the ethics and morality of AI, and called for international oversight and regulations to ensure safety.” === Principal impossibility === One argument, coined by Tsai as the “argument against AW,” or AAAW, postulates the principal impossibility of Artificial Wisdom. The argument is based on the philosophical differences between practical wisdom, also called phronesis, and practical intelligence. Said difference isn’t in “selecting the correct means, but reasoning correctly about what ends to follow”. Tsai puts the argument into a logical proposition as follows: “(P1) An agent is genuinely wise only if the agent can deliberate about the final goal of the domain in which the agent is situated.” “(P2) An intelligent agent cannot deliberate about the final goal of the domain in which the agent is situated.” “(C1) An intelligent agent cannot be genuinely wise.” “(P3) An AW is, at its core, intelligent.” “(C2) An AW cannot be genuinely wise.”
Instant messaging
Instant messaging (IM) technology is a type of synchronous computer-mediated communication involving the immediate (real-time) transmission of messages between two or more parties over the Internet or another computer network. Originally involving simple text message exchanges, modern instant messaging applications and services (also variously known as instant messenger, messaging app, chat app, chat client, or simply a messenger) tend to also feature the exchange of multimedia, emojis, file transfer, VoIP (voice calling), and video chat capabilities. Instant messaging systems facilitate connections between specified known users (often using a contact list also known as a "buddy list" or "friend list") or in chat rooms, and can be standalone apps or integrated into a wider social media platform, or in a website where it can, for instance, be used for conversational commerce. Originally the term "instant messaging" was distinguished from "text messaging" by being run on a computer network instead of a cellular/mobile network, being able to write longer messages, real-time communication, presence ("status"), and being free (only cost of access instead of per SMS message sent). Instant messaging was pioneered in the early Internet era; the IRC protocol was the earliest to achieve wide adoption. Later in the 1990s, ICQ was among the first closed and commercialized instant messengers, and several rival services appeared afterwards as it became a popular use of the Internet. Beginning with its first introduction in 2005, BlackBerry Messenger became the first popular example of mobile-based IM, combining features of traditional IM and mobile SMS. Instant messaging remains very popular today; IM apps are the most widely used smartphone apps: in 2018 for instance there were 980 million monthly active users of WeChat and 1.3 billion monthly users of WhatsApp, the largest IM network. == Overview == Instant messaging (IM), sometimes also called "messaging" or "texting", consists of computer-based human communication between two users (private messaging) or more (chat room or "group") in real-time, allowing immediate receipt of acknowledgment or reply. This is in direct contrast to email, where conversations are not in real-time, and the perceived quasi-synchrony of the communications by the users (although many systems allow users to send offline messages that the other user receives when logging in). Earlier IM networks were limited to text-based communication, not dissimilar to mobile text messaging. As technology has moved forward, IM has expanded to include voice calling using a microphone, videotelephony using webcams, file transfer, location sharing, image and video transfer, voice notes, and other features. IM is conducted over the Internet or other types of networks (see also LAN messenger). Depending on the IM protocol, the technical architecture can be peer-to-peer (direct point-to-point transmission) or client–server (when all clients have to first connect to the central server). Primary IM services are controlled by their corresponding companies and usually follow the client-server model. At one point, the term "Instant Messenger" was a service mark of AOL Time Warner and could not be used in software not affiliated with AOL in the United States. For this reason, in April 2007, the instant messaging client formerly named Gaim (or gaim) announced that they would be renamed "Pidgin". === Clients === Modern IM services generally provide their own client, either a separately installed application or a browser-based client. They are normally centralised networks run by the servers of the platform's operators, unlike peer-to-peer protocols like XMPP. These usually only work within the same IM network, although some allow limited function with other services (see #Interoperability). Third-party client software applications exist that will connect with most of the major IM services. There is the class of instant messengers that uses the serverless model, which doesn't require servers, and the IM network consists only of clients. There are several serverless messengers: RetroShare, Tox, Bitmessage, Ricochet. See also: LAN messenger. Some examples of popular IM services today include Signal, Telegram, WhatsApp Messenger, WeChat, QQ Messenger, Viber, Line, and Snapchat. The popularity of certain apps greatly differ between different countries. Certain apps have an emphasis on certain uses - for example, Skype focuses on video calling, Slack focuses on messaging and file sharing for work teams, and Snapchat focuses on image messages. Some social networking services offer messaging services as a component of their overall platform, such as Facebook's Facebook Messenger, who also own WhatsApp. Others have a direct IM function as an additional adjunct component of their social networking platforms, like Instagram, Reddit, Tumblr, TikTok, Clubhouse and Twitter; this also includes for example dating websites, such as OkCupid or Plenty of Fish, and online gaming chat platforms. === Features === ==== Private and group messaging ==== Private chat allows users to converse privately with another person or a group. Privacy can also be enhanced in several ways, such as end-to-end encryption by default. Public and group chat features allow users to communicate with multiple people simultaneously. ==== Calling ==== Many major IM services and applications offer a call feature for user-to-user voice calls, conference calls, and voice messages. The call functionality is useful for professionals who utilize the application for work purposes and as a hands-free method. Videotelephony using a webcam is also possible by some. ==== Games and entertainment ==== Some IM applications include in-app games for entertainment. Yahoo! Messenger, for example, introduced these where users could play a game and viewed by friends in real-time. MSN Messenger featured a number of playable games within the interface. Facebook's Messenger has had a built-in option to play games with people in a chat, including games like Tetris and Blackjack. Discord features multiple games built inside the "activities" tab in voice channels. ==== Payments ==== A relatively new feature to instant messaging, peer-to-peer payments are available for financial tasks on top of communication. The lack of a service fee also makes these advantageous to financial applications. IM services such as Facebook Messenger and the WeChat 'super-app' for example offer a payment feature. == History == === Early systems === Though the term dates from the 1990s, instant messaging predates the Internet, first appearing on multi-user operating systems like Compatible Time-Sharing System (CTSS) and Multiplexed Information and Computing Service (Multics) in the mid-1960s. Initially, some of these systems were used as notification systems for services like printing, but quickly were used to facilitate communication with other users logged into the same machine. CTSS facilitated communication via text message for up to 30 people. Parallel to instant messaging were early online chat facilities, the earliest of which was Talkomatic (1973) on the PLATO system, which allowed 5 people to chat simultaneously on a 512 x 512 plasma display (5 lines of text + 1 status line per person). During the bulletin board system (BBS) phenomenon that peaked during the 1980s, some systems incorporated chat features which were similar to instant messaging; Freelancin' Roundtable was one prime example. The first such general-availability commercial online chat service (as opposed to PLATO, which was educational) was the CompuServe CB Simulator in 1980, created by CompuServe executive Alexander "Sandy" Trevor in Columbus, Ohio. As networks developed, the protocols spread with the networks. Some of these used a peer-to-peer protocol (e.g. talk, ntalk and ytalk), while others required peers to connect to a server (see talker and IRC). The Zephyr Notification Service (still in use at some institutions) was invented at MIT's Project Athena in the 1980s to allow service providers to locate and send messages to users. Early instant messaging programs were primarily real-time text, where characters appeared as they were typed. This includes the Unix "talk" command line program, which was popular in the 1980s and early 1990s. Some BBS chat programs (i.e. Celerity BBS) also used a similar interface. Modern implementations of real-time text also exist in instant messengers, such as AOL's Real-Time IM as an optional feature. In the latter half of the 1980s and into the early 1990s, the Quantum Link online service for Commodore 64 computers offered user-to-user messages between concurrently connected customers, which they called "On-Line Messages" (or OLM for short), and later "FlashMail." Quantum Link later became America Online and made AOL Instant Messenger (AIM, discussed later). While the Quantum Link client software ran on a Commodore 64, using only
KLJN Secure Key Exchange
Random-resistor-random-temperature Kirchhoff-law-Johnson-noise key exchange, also known as RRRT-KLJN or simply KLJN, is an approach for distributing cryptographic keys between two parties that claims to offer unconditional security. This claim, which has been contested, is significant, as the only other key exchange approach claiming to offer unconditional security is Quantum key distribution. The KLJN secure key exchange scheme was proposed in 2005 by Laszlo Kish and Granqvist. It has the advantage over quantum key distribution in that it can be performed over a metallic wire with just four resistors, two noise generators, and four voltage measuring devices---equipment that is low-priced and can be readily manufactured. It has the disadvantage that several attacks against KLJN have been identified which must be defended against. "Given that the amount of effort and funding that goes into Quantum Cryptography is substantial (some even mock it as a distraction from the ultimate prize which is quantum computing), it seems to me that the fact that classic thermodynamic resources allow for similar inherent security should give one pause," wrote Henning Dekant, the founder of the Quantum Computing Meetup, in April 2013. The Cybersecurity Curricula 2017, a joint project of the Association for Computing Machinery, the IEEE Computer Society, the Association for Information Systems, and the International Federation for Information Processing Technical Committee on Information Security Education (IFIP WG 11.8) recommends teaching the KLJN Scheme as part of teaching "Advanced concepts" in its knowledge unit on cryptography. == See Also/Further Reading ==
Viral marketing
Viral marketing is a business strategy that uses existing social networks to promote a product or service on social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks. The concept is often misused or misunderstood, as people apply it to any successful enough story without taking into account the word "viral". Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution. Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company web page or social media profile) or on social media websites such as YouTube. Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, web page or social media profile. Viral marketing may take the form of video clips, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to. == History == The emergence of "viral marketing", as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses. The field that developed around this notion, memetics, peaked in popularity in the 1990s. As this then began to influence marketing gurus, it took on a life of its own in that new context. The brief career of Australian pop singer Marcus Montana is largely remembered as an early example of viral marketing. In early 1989, thousands of posters declaring "Marcus is Coming" were placed around Sydney, generating discussion and interest within the media and the community about the meaning of the mysterious advertisements. The campaign successfully made Montana's musical debut a talking point, but his subsequent music career was a failure. The term is found in PC User magazine in 1989 with a somewhat differing meaning. It was later used by Jeffrey Rayport in the 1996 Fast Company article "The Virus of Marketing", and Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users. Doug Rushkoff, a media critic, wrote about viral marketing on the Internet in 1996. Bob Gerstley wrote about algorithms designed to identify people with high "social networking potential." Gerstley employed SNP algorithms in quantitative marketing research. In 2004, the concept of the alpha user was coined to indicate that it had now become possible to identify the focal members of any viral campaign, the "hubs" who were most influential. Alpha users could be targeted for advertising purposes most accurately in mobile phone networks, due to their personal nature. In early 2013, the first ever Viral Summit was held in Las Vegas. == Factors == Marketer Jonah Berger defines six key factors that drive virality, organized in an acronym called STEPPS: Social currency – the better something makes people look, the more likely they will be to share it Triggers – things that are "top of mind" are more likely to be "tip of the tongue" Emotion – when people care, they share Public – the easier something is to see, the more likely people are to imitate it Practical value – people share useful information to help others Stories – like a Trojan Horse, stories carry messages and ideas along for the ride. Another important factor that drives virality is the propagativity of the content, referring to the ease with which consumers can redistribute it. == Psychology == To form deeper connections with viewers and increase the chances of virality, many marketers use psychological principles. They argue that this approach is scientific and can foster an environment where the odds of gaining traction are much higher. People find psychological safety and can develop a sense of trust when more people interact with online content. For this reason, marketers work to develop media that resonates with viewers on a deeper, emotional level as this approach frequently results in higher engagement. This level of interaction serves as a sign of approval, reducing the personal risk that is subconsciously linked to associating oneself with a company or brand’s content. Professor Jonah Berger at the University of Pennsylvania's Wharton School of Business affirms that marketing campaigns that trigger psychological responses linked to strong emotions tend to perform better. In particular, Berger found that positive emotions like happiness, joy, and excitement have more successful share rates than their negative counterparts. This outcome results from the human instinct to respond more positively to content with activating emotions, increasing the desire to share content, which contributes to its virality. Viral marketing utilizes the primitive feeling of frisson to increase their view and share counts. This feeling of excitement is considered powerful because of its ability to cause a physical response. From increased heart rates to full body chills, Professor Brent Coker at the University of Melbourne describes that this approach to marketing triggers a primitive response that immerses the viewer in the content on a deeper level. Researchers Juliana Fernandes from the University of Florida and Sigal Segev from the Florida International University also found that people are more inclined to share emotional campaigns over those that are heavily informational. They claim that consumers do not often care to learn about a product’s actual features and benefits. Instead, people prefer to be immersed in experience-based content that creates an emotional impact. Companies and brands can benefit from treating their content in this manner and go viral more frequently than those who do not. Social proof is another psychological phenomenon that impacts viral content. Experts in this field argue that it is a natural instinct to want to behave similarly to others because it results in positive validation. This phenomenon explains the human need to conform, so marketers focus on creating engaging content that encourages interactions and causes a snowball effect. This subconsciously influences people to like, comment, and share if they already see others doing the same. Social proof goes further by providing people with a form of social currency. When individuals interact with and share content, they become associated with the topics at hand. People naturally tend to perceive one another, and this pattern carries over to the digital world. As a result, many people tend to be vigilant about the viral marketing they engage with, since they want to be perceived positively. Companies and brands have the opportunity to develop social currency themselves by aligning with their target audiences and creating marketing campaigns that fit their interests or match their values. == Methods and metrics == According to marketing professors Andreas Kaplan and Michael Haenlein, to make viral marketing work, three basic criteria must be met, i.e., giving the right message to the right messengers in the right environment: Messenger: Three specific types of messengers are required to ensure the transformation of an ordinary message into a viral one: market mavens, social hubs, and salespeople. Market mavens are individuals who are continuously 'on the pulse' of things (information specialists); they are usually among the first to get exposed to the message and who transmit it to their immediate social network. Social hubs are people with an exceptionally large number of social connections; they often know hundreds of different people and have the ability to serve as connectors or bridges between different subcultures. Salespeople might be needed who receive the message from the market maven, amplify it by making it more relevant and persuasive, and then transmit it to the social hub for further distr
Spike-and-slab regression
Spike-and-slab regression is a type of Bayesian linear regression in which a particular hierarchical prior distribution for the regression coefficients is chosen such that only a subset of the possible regressors is retained. The technique is particularly useful when the number of possible predictors is larger than the number of observations. The idea of the spike-and-slab model was originally proposed by Mitchell & Beauchamp (1988). The approach was further significantly developed by Madigan & Raftery (1994) and George & McCulloch (1997). A recent and important contribution to this literature is Ishwaran & Rao (2005). == Model description == Suppose we have P possible predictors in some model. Vector γ has a length equal to P and consists of zeros and ones. This vector indicates whether a particular variable is included in the regression or not. If no specific prior information on initial inclusion probabilities of particular variables is available, a Bernoulli prior distribution is a common default choice. Conditional on a predictor being in the regression, we identify a prior distribution for the model coefficient, which corresponds to that variable (β). A common choice on that step is to use a normal prior with a mean equal to zero and a large variance calculated based on ( X T X ) − 1 {\displaystyle (X^{T}X)^{-1}} (where X {\displaystyle X} is a design matrix of explanatory variables of the model). A draw of γ from its prior distribution is a list of the variables included in the regression. Conditional on this set of selected variables, we take a draw from the prior distribution of the regression coefficients (if γi = 1 then βi ≠ 0 and if γi = 0 then βi = 0). βγ denotes the subset of β for which γi = 1. In the next step, we calculate a posterior probability for both inclusion and coefficients by applying a standard statistical procedure. All steps of the described algorithm are repeated thousands of times using the Markov chain Monte Carlo (MCMC) technique. As a result, we obtain a posterior distribution of γ (variable inclusion in the model), β (regression coefficient values) and the corresponding prediction of y. The model got its name (spike-and-slab) due to the shape of the two prior distributions. The "spike" is the probability of a particular coefficient in the model to be zero. The "slab" is the prior distribution for the regression coefficient values. An advantage of Bayesian variable selection techniques is that they are able to make use of prior knowledge about the model. In the absence of such knowledge, some reasonable default values can be used; to quote Scott and Varian (2013): "For the analyst who prefers simplicity at the cost of some reasonable assumptions, useful prior information can be reduced to an expected model size, an expected R2, and a sample size ν determining the weight given to the guess at R2." Some researchers suggest the following default values: R2 = 0.5, ν = 0.01, and π = 0.5 (parameter of a prior Bernoulli distribution).
Social bot
A social bot, refers to fully or partially automated social media accounts designed to perform most regular users’ actions, such as liking, posting content, and chatting with other users. Although their levels of autonomy vary, and often include a human-in-the-loop, social bots can use artificial intelligence to perform social media actions and can use large language models to mimic human dialogue. Social bots can operate alone or in groups that coordinate messaging as part of a network of coordinated inauthentic behavior. Social bots are often used to perform ad fraud by artificially boosting viewership and engagement metrics and to spread disinformation on social media. == Uses == Social bots are used for a large number of purposes on a variety of social media platforms, including Twitter, Instagram, Facebook, and YouTube. One common use of social bots is to inflate a social media user's apparent popularity, usually by artificially manipulating their engagement metrics with large volumes of fake likes, reposts, or replies. Social bots can similarly be used to artificially inflate a user's follower count with fake followers, creating a false perception of a larger and more influential online following than is the case. The use of social bots to create the impression of a large social media influence allows individuals, brands, and organizations to attract a higher number of human followers and boost their online presence. Fake engagement can be bought and sold in the black market of social media engagement. Corporations typically use automated customer service agents on social media to affordably manage high levels of support requests. Social bots are used to send automated responses to users’ questions, sometimes prompting the user to private message the support account with additional information. The increased use of automated support bots and virtual assistants has led to some companies laying off customer-service staff. Social bots are also often used to influence public opinion. Autonomous bot accounts can flood social media with large numbers of posts expressing support for certain products, companies, or political campaigns, creating the impression of organic grassroots support. This can create a false perception of the number of people who support a certain position, which may also have effects on the direction of stock prices or on elections. Messages with similar content can also influence fads or trends. Many social bots are also used to amplify phishing attacks. These malicious bots are used to trick a social media user into giving up their passwords or other personal data. This is usually accomplished by posting links claiming to direct users to news articles that would in actuality direct to malicious websites containing malware. Scammers often use URL shortening services such as TinyURL and bit.ly to disguise a link's domain address, increasing the likelihood of a user clicking the malicious link. The presence of fake social media followers and high levels of engagement help convince the victim that the scammer is in fact a trusted user. Social bots can be a tool for computational propaganda. Bots can also be used for algorithmic curation, algorithmic radicalization, and/or influence-for-hire, a term that refers to the selling of an account on social media platforms. == History == Bots have coexisted with computer technology since the earliest days of computing. Social bots have their roots in the 1950s with Alan Turing, whose work focused on machine intelligence with the development of the Turing Test. The following decades saw further progress made towards the goal of creating programs capable of mimicking human behavior, notably with Joseph Weizenbaum’s creation of ELIZA. Considered to be one of the first Chatbots, ELIZA could simulate natural conversations with human users through pattern matching. Its most famous script was DOCTOR, a simulation of a Rogerian psychotherapist that was programmed to chat with patients and respond to questions. With the growth of social media platforms in the early 2000s, these bots could be used to interact with much larger user groups in an inconspicuous manner. Early instances of autonomous agents on social media could be found on sites like MySpace, with social bots being used by marketing firms to inflate activity on a user’s page in an effort to make them appear more popular. Social bots have been observed on a large variety of social media websites, with Twitter being one of the most widely observed examples. The creation of Twitter bots is generally against the site’s terms of service when used to post spam or to automatically like and follow other users, but some degree of automation using Twitter’s API may be permitted if used for “entertainment, informational, or novelty purposes.” Other platforms such as Reddit and Discord also allow for the use of social bots as long as they are not used to violate policies regarding harmful content and abusive behavior. Social media platforms have developed their own automated tools to filter out messages that come from bots, although they cannot detect all bot messages. == Legal regulation == Due to the difficulty of recognizing social bots and separating them from "eligible" automation via social media APIs, it is unclear how legal regulation can be enforced. Social bots are expected to play a role in shaping public opinion by autonomously acting as influencers. Some social bots have been used to rapidly spread misinformation, manipulate stock markets, influence opinion on companies and brands, promote political campaigns, and engage in malicious phishing campaigns. In the United States, some states have started to implement legislation in an attempt to regulate the use of social bots. In 2019, California passed the Bolstering Online Transparency Act (the B.O.T. Act) to make it unlawful to use automated software to appear indistinguishable from humans for the purpose of influencing a social media user's purchasing and voting decisions. Other states such as Utah and Colorado have passed similar bills to restrict the use of social bots. The Artificial Intelligence Act (AI Act) in the European Union is the first comprehensive law governing the use of Artificial Intelligence. The law requires transparency in AI to prevent users from being tricked into believing they are communicating with another human. AI-generated content on social media must be clearly marked as such, preventing social bots from using AI in a manner that mimics human behavior. == Detection == The first generation of bots could sometimes be distinguished from real users by their often superhuman capacities to post messages. Later developments have succeeded in imprinting more "human" activity and behavioral patterns in the agent. With enough bots, it might be even possible to achieve artificial social proof. To unambiguously detect social bots as what they are, a variety of criteria must be applied together using pattern detection techniques, some of which are: cartoon figures as user pictures sometimes also random real user pictures are captured (identity fraud) reposting rate temporal patterns sentiment expression followers-to-friends ratio length of user names variability in (re)posted messages engagement rate (like/followers rate) analysis of the time series of social media posts Social bots are always becoming increasingly difficult to detect and understand. The bots' human-like behavior, ever-changing behavior of the bots, and the sheer volume of bots covering every platform may have been a factor in the challenges of removing them. Social media sites, like Twitter, are among the most affected, with CNBC reporting up to 48 million of the 319 million users (roughly 15%) were bots in 2017. Botometer (formerly BotOrNot) is a public Web service that checks the activity of a Twitter account and gives it a score based on how likely the account is to be a bot. The system leverages over a thousand features. An active method for detecting early spam bots was to set up honeypot accounts that post nonsensical content, which may get reposted (retweeted) by the bots. However, bots evolve quickly, and detection methods have to be updated constantly, because otherwise they may get useless after a few years. One method is the use of Benford's Law for predicting the frequency distribution of significant leading digits to detect malicious bots online. This study was first introduced at the University of Pretoria in 2020. Another method is artificial-intelligence-driven detection. Some of the sub-categories of this type of detection would be active learning loop flow, feature engineering, unsupervised learning, supervised learning, and correlation discovery. Some operations of bots work together in a synchronized way. For example, ISIS used Twitter to amplify its Islamic content by numerous orchestrated accounts which further pushed an item to the Hot List news, thus further a