Virality Prediction and Community Structure in Social Networks

  title={Virality Prediction and Community Structure in Social Networks},
  author={Lilian Weng and F. Menczer and Yong-Yeol Ahn},
  journal={Scientific Reports},
  • Lilian Weng, F. Menczer, Yong-Yeol Ahn
  • Published 2013
  • Sociology, Computer Science, Physics, Medicine
  • Scientific Reports
  • How does network structure affect diffusion? Recent studies suggest that the answer depends on the type of contagion. Complex contagions, unlike infectious diseases (simple contagions), are affected by social reinforcement and homophily. Hence, the spread within highly clustered communities is enhanced, while diffusion across communities is hampered. A common hypothesis is that memes and behaviors are complex contagions. We show that, while most memes indeed spread like complex contagions, a… CONTINUE READING
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