Social models for human interaction at scale, such as the ones used to predict the diffusion of information or adoption of beliefs through social media, can start from individual or social assumptions about human behavior. Equally important is to consider the purposive nature of human behavior. Currently, individual action is privileged, although without a purposive component. Social-driven and intention-aware models are needed to enhance our understanding of computationally derived social-behavioral models applied to data collected from social media.

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