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Contagions that spread among people. One characteristic is that the 'infection' is enhanced by multiple exposure. A review^1 (and a comment -

Damon Centola and Michael Macy proposed four mechanisms that explain complex, [social contagions]:

  • Strategic complentarity: adoption of innovation is costly and it's better to wait in many cases. (also for strikes, revolutions, etc)
  • Credibility: innovations often lack credibility (三人成虎).
  • Legitimacy
  • Emotional contagion

There has been evidence that more exposure (# of people already adopted the contagion) leads to more adoption. However, recent work based on Facebook argued that the structural diversity (or novelty) plays more important role[^3].

There are some models to explain the cooperatively of social contagions[^4][^5].

Bursty behavior can enhance the spreading of social contagion[^6].

Applying cascade dynamics to modular random network[^7][^8][^9][^10].

In random multiplex networks -

References #

^1: "Social Contagion Theory: Examining Dynamic Social Networks and Human Behavior".

^2: Damon Centola and Michael Macy (2007). "Complex contagions and the weakness of long ties". The American Journal of Sociology 113: 702-34. doi:10.1086/521848.

[^3]: Ugander, J.; Backstrom, L.; Marlow, C.; Kleinberg, J. (2012). "Structural diversity in social contagion". Proceedings of the National Academy of Sciences 109 (16): 5962–5966. doi:10.1073/pnas.1116502109. ISSN 0027-8424.

[^4]: Krapivsky, P L; Redner, S; Volovik, D (2011). "Reinforcement-driven spread of innovations and fads". Journal of Statistical Mechanics: Theory and Experiment 2011 (12): P12003. doi:10.1088/1742-5468/2011/12/P12003. ISSN 1742-5468.

[^5]: "Multi-Stage Complex Contagions".

[^6]: "Bursty communication patterns facilitate spreading in a threshold-based epidemic dynamics".

[^7]: Gleeson, James P. (2008). "Cascades on correlated and modular random networks". Physical Review E 77 (4). doi:10.1103/PhysRevE.77.046117. ISSN 1539-3755.

[^8]: Ikeda, Y; Hasegawa, T; Nemoto, K (2010). "Cascade dynamics on clustered network". Journal of Physics: Conference Series 221: 012005. doi:10.1088/1742-6596/221/1/012005. ISSN 1742-6596.

[^9]: Hackett, Adam; Melnik, Sergey; Gleeson, James (2011). "Cascades on a class of clustered random networks". Physical Review E 83 (5). doi:10.1103/PhysRevE.83.056107. ISSN 1539-3755.

[^10]: "Cascades on clique-based graphs".

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