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There has been a tremendous rise in the growth of online social networks allover the world in recent years. This has facilitated users to generate a largeamount of real-time content at an incessant rate, all competing with each otherto attract enough attention and become trends. While Western online socialnetworks such as Twitter have been well studied, characteristics of the popularChinese microblogging network Sina Weibo have not been. In this paper, weanalyze in detail the temporal aspect of trends and trend-setters in SinaWeibo, constrasting it with earlier observations on Twitter. First, we look atthe formation, persistence and decay of trends and examine the key topics thattrend in Sina Weibo. One of our key findings is that retweets are much morecommon in Sina Weibo and contribute a lot to creating trends. When we lookcloser, we observe that a large percentage of trends in Sina Weibo are due tothe continuous retweets of a small amount of fraudulent accounts. These fakeaccounts are set up to artificially inflate certain posts causing them to shootup into Sina Weibo's trending list, which are in turn displayed as the mostpopular topics to users.

Artificial Inflation: The True Story of Trends in Sina Weibo