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Apr 16

Can Loyalty to Creators Dilute Loyalty to Promoted Products? Examining the Heterogeneous Effects of Live-Streamed Content on Video Game Usage

Social media platforms have led to online consumption communities, or fandoms, that involve complex networks of ancillary creators and consumers focused on some core product or intellectual property. For example, video game communities include networks of players and content creators centered around a specific video game. These networks are complex in that video game publishers often sponsor creators, but creators and publishers may have divergent incentives. Specifically, creators can potentially benefit from content that builds their own following at the expense of the core game. Our research investigates the relationship between consuming live-streamed content and engagement with a specific video game. We examine the causal effect of viewing live-streamed content on subsequent gameplay for a specific game, using an unexpected service interruption of the livestreaming platform and time zone differences among users. We find live-streamed content significantly increases gameplay as a 10% increase in live-streamed viewing minutes results in a 3.08% increase in gameplay minutes. We also explore how this effect varies by user loyalty to different types of streamer channels (firm-owned, mega, and micro). The positive effects of live-streamed content are greatest for micro-streamers and smallest for mega-streamers. These findings are salient for firms allocating sponsorship resources.

Tackling the Unlimited Staleness in Federated Learning with Intertwined Data and Device Heterogeneities

The efficiency of Federated Learning (FL) is often affected by both data and device heterogeneities. Data heterogeneity is defined as the heterogeneity of data distributions on different clients. Device heterogeneity is defined as the clients' variant latencies in uploading their local model updates due to heterogeneous conditions of local hardware resources, and causes the problem of staleness when being addressed by asynchronous FL. Traditional schemes of tackling the impact of staleness consider data and device heterogeneities as two separate and independent aspects in FL, but this assumption is unrealistic in many practical FL scenarios where data and device heterogeneities are intertwined. In these cases, traditional schemes of weighted aggregation in FL have been proved to be ineffective, and a better approach is to convert a stale model update into a non-stale one. In this paper, we present a new FL framework that leverages the gradient inversion technique for such conversion, hence efficiently tackling unlimited staleness in clients' model updates. Our basic idea is to use gradient inversion to get estimations of clients' local training data from their uploaded stale model updates, and use these estimations to compute non-stale client model updates. In this way, we address the problem of possible data quality drop when using gradient inversion, while still preserving the clients' local data privacy. We compared our approach with the existing FL strategies on mainstream datasets and models, and experiment results demonstrate that when tackling unlimited staleness, our approach can significantly improve the trained model accuracy by up to 20% and speed up the FL training progress by up to 35%.

Geometric Knowledge-Guided Localized Global Distribution Alignment for Federated Learning

Data heterogeneity in federated learning, characterized by a significant misalignment between local and global distributions, leads to divergent local optimization directions and hinders global model training. Existing studies mainly focus on optimizing local updates or global aggregation, but these indirect approaches demonstrate instability when handling highly heterogeneous data distributions, especially in scenarios where label skew and domain skew coexist. To address this, we propose a geometry-guided data generation method that centers on simulating the global embedding distribution locally. We first introduce the concept of the geometric shape of an embedding distribution and then address the challenge of obtaining global geometric shapes under privacy constraints. Subsequently, we propose GGEUR, which leverages global geometric shapes to guide the generation of new samples, enabling a closer approximation to the ideal global distribution. In single-domain scenarios, we augment samples based on global geometric shapes to enhance model generalization; in multi-domain scenarios, we further employ class prototypes to simulate the global distribution across domains. Extensive experimental results demonstrate that our method significantly enhances the performance of existing approaches in handling highly heterogeneous data, including scenarios with label skew, domain skew, and their coexistence. Code published at: https://github.com/WeiDai-David/2025CVPR_GGEUR

Efficient Personalized Federated Learning via Sparse Model-Adaptation

Federated Learning (FL) aims to train machine learning models for multiple clients without sharing their own private data. Due to the heterogeneity of clients' local data distribution, recent studies explore the personalized FL that learns and deploys distinct local models with the help of auxiliary global models. However, the clients can be heterogeneous in terms of not only local data distribution, but also their computation and communication resources. The capacity and efficiency of personalized models are restricted by the lowest-resource clients, leading to sub-optimal performance and limited practicality of personalized FL. To overcome these challenges, we propose a novel approach named pFedGate for efficient personalized FL by adaptively and efficiently learning sparse local models. With a lightweight trainable gating layer, pFedGate enables clients to reach their full potential in model capacity by generating different sparse models accounting for both the heterogeneous data distributions and resource constraints. Meanwhile, the computation and communication efficiency are both improved thanks to the adaptability between the model sparsity and clients' resources. Further, we theoretically show that the proposed pFedGate has superior complexity with guaranteed convergence and generalization error. Extensive experiments show that pFedGate achieves superior global accuracy, individual accuracy and efficiency simultaneously over state-of-the-art methods. We also demonstrate that pFedGate performs better than competitors in the novel clients participation and partial clients participation scenarios, and can learn meaningful sparse local models adapted to different data distributions.

Adaptive Personlization in Federated Learning for Highly Non-i.i.d. Data

Federated learning (FL) is a distributed learning method that offers medical institutes the prospect of collaboration in a global model while preserving the privacy of their patients. Although most medical centers conduct similar medical imaging tasks, their differences, such as specializations, number of patients, and devices, lead to distinctive data distributions. Data heterogeneity poses a challenge for FL and the personalization of the local models. In this work, we investigate an adaptive hierarchical clustering method for FL to produce intermediate semi-global models, so clients with similar data distribution have the chance of forming a more specialized model. Our method forms several clusters consisting of clients with the most similar data distributions; then, each cluster continues to train separately. Inside the cluster, we use meta-learning to improve the personalization of the participants' models. We compare the clustering approach with classical FedAvg and centralized training by evaluating our proposed methods on the HAM10k dataset for skin lesion classification with extreme heterogeneous data distribution. Our experiments demonstrate significant performance gain in heterogeneous distribution compared to standard FL methods in classification accuracy. Moreover, we show that the models converge faster if applied in clusters and outperform centralized training while using only a small subset of data.