Kinetics of Social Contagion

Epidemic spreading under game-based self-quarantine behaviors: The different effects of local and global information

During the outbreak of an epidemic, individuals may modify their behaviors in response to external (including local and global) infection-related information. However, the difference between local and global information in influencing the spread of diseases remains inadequately explored. Here, we study a simple epidemic model that incorporates the game-based self-quarantine behavior of individuals, taking into account the influence of local infection status, global disease prevalence, and node heterogeneity (non-identical degree distribution). Our findings reveal that local information can effectively contain an epidemic, even with only a small proportion of individuals opting for self-quarantine. On the other hand, global information can cause infection evolution curves shaking during the declining phase of an epidemic, owing to the synchronous release of nodes with the same degree from the quarantined state. In contrast, the releasing pattern under the local information appears to be more random. This shaking phenomenon can be observed in various types of networks associated with different characteristics. Moreover, it is found that under the proposed game-epidemic framework, a disease is more difficult to spread in heterogeneous networks than in homogeneous networks, which differs from conventional epidemic models.

Opinion cascade under perception bias in social networks

Opinion cascades, initiated by active opinions, offer a valuable avenue for exploring the dynamics of consensus and disagreement formation. Nevertheless, the impact of biased perceptions on opinion cascade, arising from the balance between global information and locally accessible information within network neighborhoods, whether intentionally or unintentionally, has received limited attention. In this study, we introduce a threshold model to simulate the opinion cascade process within social networks. Our findings reveal that consensus emerges only when the collective stubbornness of the population falls below a critical threshold. Additionally, as stubbornness decreases, we observe a higher prevalence of first-order and second-order phase transitions between consensus and disagreement. The emergence of disagreement can be attributed to the formation of echo chambers, which are tightly knit communities where agents' biased perceptions of active opinions are lower than their stubbornness, thus hindering the erosion of active opinions. This research establishes a valuable framework for investigating the relationship between perception bias and opinion formation, providing insights into addressing disagreement in the presence of biased information.

Social contagion induced by uncertain information

Information and individual activities often spread globally through the network of social ties. While social contagion phenomena have been extensively studied within the framework of threshold models, it is common to make an assumption that may be violated in reality: each individual can observe the neighbors' states without error. Here, we analyze the dynamics of global cascades under uncertainty in an otherwise standard threshold model. Each individual uses statistical inference to estimate the probability distribution of the number of active neighbors when deciding whether to be active, which gives a probabilistic threshold rule. Unlike the deterministic threshold model, the spreading process is generally nonmonotonic, as the inferred distribution of neighbors' states may be updated as a new signal arrives. We find that social contagion may occur as a self-fulfilling event in that misperception may trigger a cascade in regions where cascades would never occur under certainty.

Two competing simplicial irreversible epidemics on simplicial complex

Higher-order interactions have significant implications for the dynamics of competing epidemic spreads. In this paper, a competing spread model for two simplicial irreversible epidemics (i.e., susceptible-infected-removed epidemics) on higher-order networks is proposed. The simplicial complexes are based on synthetic (including homogeneous and heterogeneous) and real-world networks. The spread process of two epidemics is theoretically analyzed by extending the microscopic Markov chain approach. When the two epidemics have the same 2-simplex infection rate and the 1-simplex infection rate of epidemic A ( _λ) is fixed at zero, an increase in the 1-simplex infection rate of epidemic B ( _λ) causes a transition from continuous growth to sharp growth in the spread of epidemic B with _λ. When _λ > 0, the growth of epidemic B is always continuous. With the increase of _λ, the outbreak threshold of epidemic B is delayed. When the difference in 1-simplex infection rates between the two epidemics reaches approximately three times, the stronger side obviously dominates. Otherwise, the coexistence of the two epidemics is always observed. When the 1-simplex infection rates are symmetrical, the increase in competition will accelerate the spread process and expand the spread area of both epidemics; when the 1-simplex infection rates are asymmetrical, the spread area of one epidemic increases with an increase in the 1-simplex infection rate from this epidemic while the other decreases. Finally, the influence of 2-simplex infection rates on the competing spread is discussed. An increase in 2-simplex infection rates leads to sharp growth in one of the epidemics.

The social transmission of stress in animal collectives

The stress systems are powerful mediators between the organism's systemic dynamic equilibrium and changes in its environment beyond the level of anticipated fluctuations. Over- or under-activation of the stress systems' responses can impact an animal's health, survival and reproductive success. While physiological stress responses and their influence on behaviour and performance are well understood at the individual level, it remains largely unknown whether-and how-stressed individuals can affect the stress systems of other group members, and consequently their collective behaviour. Stressed individuals could directly signal the presence of a stressor (e.g. via an alarm call or pheromones), or an acute or chronic activation of the stress systems could be perceived by others (as an indirect cue) and spread via social contagion. Such social transmission of stress responses could then amplify the effects of stressors by impacting social interactions, social dynamics and the collective performance of groups. As the neuroendocrine pathways of the stress response are highly conserved among vertebrates, transmission of physiological stress states could be more widespread among non-human animals than previously thought. We therefore suggest that identifying the extent to which stress transmission modulates animal collectives represents an important research avenue.

Multitype branching process method for modeling complex contagion on clustered networks

Complex contagion adoption dynamics are characterized by a node being more likely to adopt after multiple network neighbors have adopted. We show how to construct multitype branching processes to approximate complex contagion adoption dynamics on networks with clique-based clustering. This involves tracking the evolution of a cascade via different classes of clique motifs that account for the different numbers of active, inactive, and removed nodes. This discrete-time model assumes that active nodes become immediately and certainly removed in the next time step. This description allows for extensive Monte Carlo simulations (which are faster than network-based simulations), accurate analytical calculation of cascade sizes, determination of critical behavior, and other quantities of interest.

Effect of algorithmic bias and network structure on coexistence, consensus, and polarization of opinions

Individuals of modern societies share ideas and participate in collective processes within a pervasive, variable, and mostly hidden ecosystem of content filtering technologies that determine what information we see online. Despite the impact of these algorithms on daily life and society, little is known about their effect on information transfer and opinion formation. It is thus unclear to what extent algorithmic bias has a harmful influence on collective decision-making, such as a tendency to polarize debate. Here we introduce a general theoretical framework to systematically link models of opinion dynamics, social network structure, and content filtering. We showcase the flexibility of our framework by exploring a family of binary-state opinion dynamics models where information exchange lies in a spectrum from pairwise to group interactions. All models show an opinion polarization regime driven by algorithmic bias and modular network structure. The role of content filtering is, however, surprisingly nuanced; for pairwise interactions it leads to polarization, while for group interactions it promotes coexistence of opinions. This allows us to pinpoint which social interactions are robust against algorithmic bias, and which ones are susceptible to bias-enhanced opinion polarization. Our framework gives theoretical ground for the development of heuristics to tackle harmful effects of online bias, such as information bottlenecks, echo chambers, and opinion radicalization.

Role of lurkers in threshold-driven information spreading dynamics

The threshold model as a classical paradigm for studying information spreading processes has been well studied. The main focuses are on how the underlying social network structure or the size of initial seeds can affect the cascading dynamics. However, the influence of node characteristics has been largely ignored. Here, inspired by empirical observations, we extend the threshold model by taking into account lurking nodes, who rarely interact with their neighbors. In particular, we consider two different scenarios: (i) Lurkers are absolutely silent and never interact with others and (ii) lurkers intermittently interact with their neighborhood with an activity rate p. In the first case, we demonstrate that lurkers may reduce the effective average degree of the underlying network, playing a dual role in spreading dynamics. In the latter case, we find that the stochastic dynamic behavior of lurkers could significantly promote the spread of information. Concretely, slightly raising the activity rate p of lurkers may result in a remarkable increase in the final cascade size. Further increasing p could make nodes become more stable on average, while it is still easy to observe global cascades due to the fluctuations of the effective degree of nodes.

Collective rule-breaking

Rules form an important part of our everyday lives. Here we explore the role of social influence in rule-breaking. In particular, we identify some of the cognitive mechanisms underlying rule-breaking and propose approaches for how they can be scaled up to the level of groups or crowds to better understand the emergence of collective rule-breaking. Social contagion plays an important role in such processes and different dynamics such as linear or rapid nonlinear spreading can have important consequences for interventions in rule-breaking. A closer integration of cognitive psychology, microsociology and mathematical modelling will be key to a deeper understanding of collective rule-breaking to turn this field of research into a predictive science.

Accounting for the spread of vaccination behavior to optimize influenza vaccination programs

Vaccination is the most efficient means of preventing influenza infection and its complications. While previous studies have considered the externalities of vaccination that arise from indirect protection against influenza infection, they have often neglected another key factor-the spread of vaccination behavior among social contacts. We modeled influenza vaccination as a socially contagious process. Our model uses a contact network that we developed based on aggregated and anonymized mobility data from the cellphone devices of ~1.8 million users in Israel. We calibrated the model to high-quality longitudinal data of weekly influenza vaccination uptake and influenza diagnoses over seven years. We demonstrate how a simple coupled-transmission model accurately captures the spatiotemporal patterns of both influenza vaccination uptake and influenza incidence. Taking the identified complex underlying dynamics of these two processes into account, our model determined the optimal timing of influenza vaccination programs. Our simulation shows that in regions where high vaccination coverage is anticipated, vaccination uptake would be more rapid. Thus, our model suggests that vaccination programs should be initiated later in the season, to mitigate the effect of waning immunity from the vaccine. Our simulations further show that optimally timed vaccination programs can substantially reduce disease transmission without increasing vaccination uptake.

Mitigation of cascading failures in complex networks

Cascading failures in many systems such as infrastructures or financial networks can lead to catastrophic system collapse. We develop here an intuitive, powerful and simple-to-implement approach for mitigation of cascading failures on complex networks based on local network structure. We offer an algorithm to select critical nodes, the protection of which ensures better survival of the network. We demonstrate the strength of our approach compared to various standard mitigation techniques. We show the efficacy of our method on various network structures and failure mechanisms, and finally demonstrate its merit on an example of a real network of financial holdings.

The impact of malicious nodes on the spreading of false information

Increasing empirical evidence in recent years has shown that bots or malicious users in a social network play a critical role in the propagation of false information, while a theoretical modeling of such a problem has been largely ignored. In this paper, applying a simple contagion model, we study the effect of malicious nodes on the spreading of false information by incorporating the smart nodes who perform better than normal nodes in discerning false information. The malicious nodes, however, will always repost (or adopt) the false message as long as they receive it. We show analytically that, for a random distribution of malicious nodes, there is a critical number of malicious nodes above which the false information could outbreak in a random network. We further study three different distribution strategies of selecting malicious nodes for false information spreading. We find that malicious nodes that have large degrees, or are tightly connected, can enhance the spread. However, when they are close to the smart nodes, the spreading of false information can either be promoted or inhibited, depending on the network structure.

Reentrant phase transitions in threshold driven contagion on multiplex networks

Models of threshold driven contagion explain the cascading spread of information, behavior, systemic risk, and epidemics on social, financial, and biological networks. At odds with empirical observations, these models predict that single-layer unweighted networks become resistant to global cascades after reaching sufficient connectivity. We investigate threshold driven contagion on weight heterogeneous multiplex networks and show that they can remain susceptible to global cascades at any level of connectivity, and with increasing edge density pass through alternating phases of stability and instability in the form of reentrant phase transitions of contagion. Our results provide a theoretical explanation for the observation of large-scale contagion in highly connected but heterogeneous networks.

Coevolution spreading in complex networks

The propagations of diseases, behaviors and information in real systems are rarely independent of each other, but they are coevolving with strong interactions. To uncover the dynamical mechanisms, the evolving spatiotemporal patterns and critical phenomena of networked coevolution spreading are extremely important, which provide theoretical foundations for us to control epidemic spreading, predict collective behaviors in social systems, and so on. The coevolution spreading dynamics in complex networks has thus attracted much attention in many disciplines. In this review, we introduce recent progress in the study of coevolution spreading dynamics, emphasizing the contributions from the perspectives of statistical mechanics and network science. The theoretical methods, critical phenomena, phase transitions, interacting mechanisms, and effects of network topology for four representative types of coevolution spreading mechanisms, including the coevolution of biological contagions, social contagions, epidemic-awareness, and epidemic-resources, are presented in detail, and the challenges in this field as well as open issues for future studies are also discussed.

Simplicial models of social contagion

Complex networks have been successfully used to describe the spread of diseases in populations of interacting individuals. Conversely, pairwise interactions are often not enough to characterize social contagion processes such as opinion formation or the adoption of novelties, where complex mechanisms of influence and reinforcement are at work. Here we introduce a higher-order model of social contagion in which a social system is represented by a simplicial complex and contagion can occur through interactions in groups of different sizes. Numerical simulations of the model on both empirical and synthetic simplicial complexes highlight the emergence of novel phenomena such as a discontinuous transition induced by higher-order interactions. We show analytically that the transition is discontinuous and that a bistable region appears where healthy and endemic states co-exist. Our results help explain why critical masses are required to initiate social changes and contribute to the understanding of higher-order interactions in complex systems.

Epidemic spreading with awareness diffusion on activity-driven networks

Acknowledging the significance of awareness diffusion and behavioral response in contagion outbreaks has been regarded as an indispensable prerequisite for a complete understanding of epidemic spreading. Recent studies from the research community have accumulated overwhelming evidence for the incessantly evolving structure of the underlying networks. Thus there is an impelling need to capture the interplay between the epidemic spreading and awareness diffusion on time-varying networks. In this paper, we consider a behavioral model in which susceptible individuals become alert and adopt a preventive behavior under the local risk perception characterized by a decision-making threshold. The impact of awareness diffusion on the epidemic threshold is investigated under the framework of activity-driven network. Results show that the local epidemic situation in risk perception and the duration of preventive effect are crucial for raising the epidemic threshold. The analytical results are corroborated by Monte Carlo simulations.

Close and ordinary social contacts: How important are they in promoting large-scale contagion?

An outstanding problem of interdisciplinary interest is to understand quantitatively the role of social contacts in contagion dynamics. In general, there are two types of contacts: close ones among friends, colleagues and family members, etc., and ordinary contacts from encounters with strangers. Typically, social reinforcement occurs for close contacts. Taking into account both types of contacts, we develop a contact-based model for social contagion. We find that, associated with the spreading dynamics, for random networks there is coexistence of continuous and discontinuous phase transitions, but for heterogeneous networks the transition is continuous. We also find that ordinary contacts play a crucial role in promoting large-scale spreading, and the number of close contacts determines not only the nature of the phase transitions but also the value of the outbreak threshold in random networks. For heterogeneous networks from the real world, the abundance of close contacts affects the epidemic threshold, while its role in facilitating the spreading depends on the adoption threshold assigned to it. We uncover two striking phenomena. First, a strong interplay between ordinary and close contacts is necessary for generating prevalent spreading. In fact, only when there are propagation paths of reasonable length which involve both close and ordinary contacts are large-scale outbreaks of social contagions possible. Second, abundant close contacts in heterogeneous networks promote both outbreak and spreading of the contagion through the transmission channels among the hubs, when both values of the threshold and transmission rate among ordinary contacts are small. We develop a theoretical framework to obtain an analytic understanding of the main findings on random networks, with support from extensive numerical computations. Overall, ordinary contacts facilitate spreading over the entire network, while close contacts determine the way by which outbreaks occur, i.e., through a second- or first-order phase transition. These results provide quantitative insights into how certain social behaviors can emerge and become prevalent, which has potential implications not only to social science but also to economics and political science.

Active and passive diffusion processes in complex networks

Ideas, information, viruses: all of them, with their mechanisms, spread over the complex social information, viruses: all tissues described by our interpersonal relations. Usually, to simulate and understand the unfolding of such complex phenomena are used general mathematical models; these models act agnostically from the object of which they simulate the diffusion, thus considering spreading of virus, ideas and innovations alike. Indeed, such degree of abstraction makes it easier to define a standard set of tools that can be applied to heterogeneous contexts; however, it can also lead to biased, incorrect, simulation outcomes. In this work we introduce the concepts of active and passive diffusion to discriminate the degree in which individuals choice affect the overall spreading of content over a social graph. Moving from the analysis of a well-known passive diffusion schema, the Threshold model (that can be used to model peer-pressure related processes), we introduce two novel approaches whose aim is to provide active and mixed schemas applicable in the context of innovations/ideas diffusion simulation. Our analysis, performed both in synthetic and real-world data, underline that the adoption of exclusively passive/active models leads to conflicting results, thus highlighting the need of mixed approaches to capture the real complexity of the simulated system better.

Competition and dual users in complex contagion processes

We study the competition of two spreading entities, for example innovations, in complex contagion processes in complex networks. We develop an analytical framework and examine the role of dual users, i.e. agents using both technologies. Searching for the spreading transition of the new innovation and the extinction transition of a preexisting one, we identify different phases depending on network mean degree, prevalence of preexisting technology, and thresholds of the contagion process. Competition with the preexisting technology effectively suppresses the spread of the new innovation, but it also allows for phases of coexistence. The existence of dual users largely modifies the transient dynamics creating new phases that promote the spread of a new innovation and extinction of a preexisting one. It enables the global spread of the new innovation even if the old one has the first-mover advantage.

Information filtering by smart nodes in random networks

Diffusion of information in social networks has drawn extensive attention from various scientific communities, with many contagion models proposed to explain related phenomena. In this paper, we present a simple contagion mechanism, in which a node will change its state immediately if it is exposed to the diffusive information. By considering two types of nodes (smart and normal) and two kinds of information (true and false), we study analytically and numerically how smart nodes influence the spreading of information, which leads to information filtering. We find that for randomly distributed smart nodes, the spreading dynamics over random networks with Poisson degree distribution and power-law degree distribution (with relatively small cutoffs) can both be described by the same approximate mean-field equation. Increasing the heterogeneity of the network may elicit more deviations, but not much. Moreover, we demonstrate that more smart nodes make the filtering effect on a random network better. Finally, we study the efficacy of different strategies of selecting smart nodes for information filtering.

Competing contagion processes: Complex contagion triggered by simple contagion

Empirical evidence reveals that contagion processes often occur with competition of simple and complex contagion, meaning that while some agents follow simple contagion, others follow complex contagion. Simple contagion refers to spreading processes induced by a single exposure to a contagious entity while complex contagion demands multiple exposures for transmission. Inspired by this observation, we propose a model of contagion dynamics with a transmission probability that initiates a process of complex contagion. With this probability nodes subject to simple contagion get adopted and trigger a process of complex contagion. We obtain a phase diagram in the parameter space of the transmission probability and the fraction of nodes subject to complex contagion. Our contagion model exhibits a rich variety of phase transitions such as continuous, discontinuous, and hybrid phase transitions, criticality, tricriticality, and double transitions. In particular, we find a double phase transition showing a continuous transition and a following discontinuous transition in the density of adopted nodes with respect to the transmission probability. We show that the double transition occurs with an intermediate phase in which nodes following simple contagion become adopted but nodes with complex contagion remain susceptible.

Impacts of opinion leaders on social contagions

Opinion leaders are ubiquitous in both online and offline social networks, but the impacts of opinion leaders on social behavior contagions are still not fully understood, especially by using a mathematical model. Here, we generalize the classical Watts threshold model and address the influences of the opinion leaders, where an individual adopts a new behavior if one of his/her opinion leaders adopts the behavior. First, we choose the opinion leaders randomly from all individuals in the network and find that the impacts of opinion leaders make other individuals adopt the behavior more easily. Specifically, the existence of opinion leaders reduces the lowest mean degree of the network required for the global behavior adoption and increases the highest mean degree of the network that the global behavior adoption can occur. Besides, the introduction of opinion leaders accelerates the behavior adoption but does not change the adoption order of individuals. The developed theoretical predictions agree with the simulation results. Second, we randomly choose the opinion leaders from the top h% of the highest degree individuals and find an optimal h% for the network with the lowest mean degree that the global behavior adoption can occur. Meanwhile, the influences of opinion leaders on accelerating the adoption of behaviors become less significant and can even be ignored when reducing the value of h%.

Product diffusion through on-demand information-seeking behaviour

Most models of product adoption predict S-shaped adoption curves. Here we report results from two country-scale experiments in which we find linear adoption curves. We show evidence that the observed linear pattern is the result of active information-seeking behaviour: individuals actively pulling information from several central sources facilitated by modern Internet searches. Thus, a constant baseline rate of interest sustains product diffusion, resulting in a linear diffusion process instead of the S-shaped curve of adoption predicted by many diffusion models. The main experiment seeded 70 000 (48 000 in Experiment 2) unique voucher codes for the same product with randomly sampled nodes in a social network of approximately 43 million individuals with about 567 million ties. We find that the experiment reached over 800 000 individuals with 80% of adopters adopting the same product—a winner-take-all dynamic consistent with search engine driven rankings that would not have emerged had the products spread only through a network of social contacts. We provide evidence for (and characterization of) this diffusion process driven by active information-seeking behaviour through analyses investigating (a) patterns of geographical spreading; (b) the branching process; and (c) diffusion heterogeneity. Using data on adopters' geolocation we show that social spreading is highly localized, while on-demand diffusion is geographically independent. We also show that cascades started by individuals who actively pull information from central sources are more effective at spreading the product among their peers.

Threshold driven contagion on weighted networks

Weighted networks capture the structure of complex systems where interaction strength is meaningful. This information is essential to a large number of processes, such as threshold dynamics, where link weights reflect the amount of influence that neighbours have in determining a node's behaviour. Despite describing numerous cascading phenomena, such as neural firing or social contagion, the modelling of threshold dynamics on weighted networks has been largely overlooked. We fill this gap by studying a dynamical threshold model over synthetic and real weighted networks with numerical and analytical tools. We show that the time of cascade emergence depends non-monotonously on weight heterogeneities, which accelerate or decelerate the dynamics, and lead to non-trivial parameter spaces for various networks and weight distributions. Our methodology applies to arbitrary binary state processes and link properties, and may prove instrumental in understanding the role of edge heterogeneities in various natural and social phenomena.

Epidemic Threshold in Continuous-Time Evolving Networks

Current understanding of the critical outbreak condition on temporal networks relies on approximations (time scale separation, discretization) that may bias the results. We propose a theoretical framework to compute the epidemic threshold in continuous time through the infection propagator approach. We introduce the weak commutation condition allowing the interpretation of annealed networks, activity-driven networks, and time scale separation into one formalism. Our work provides a coherent connection between discrete and continuous time representations applicable to realistic scenarios.

Cascading collapse of online social networks

Online social networks have increasing influence on our society, they may play decisive roles in politics and can be crucial for the fate of companies. Such services compete with each other and some may even break down rapidly. Using social network datasets we show the main factors leading to such a dramatic collapse. At early stage mostly the loosely bound users disappear, later collective effects play the main role leading to cascading failures. We present a theory based on a generalised threshold model to explain the findings and show how the collapse time can be estimated in advance using the dynamics of the churning users. Our results shed light to possible mechanisms of instabilities in other competing social processes.

Dynamics of organizational culture: Individual beliefs vs. social conformity

The complex nature of organizational culture challenges our ability to infer its underlying dynamics from observational studies. Recent computational studies have adopted a distinctly different view, where plausible mechanisms are proposed to describe a wide range of social phenomena, including the onset and evolution of organizational culture. In this spirit, this work introduces an empirically-grounded, agent-based model which relaxes a set of assumptions that describes past work–(a) omittance of an individual’s strive for achieving cognitive coherence; (b) limited integration of important contextual factors—by utilizing networks of beliefs and incorporating social rank into the dynamics. As a result, we illustrate that: (i) an organization may appear to be increasingly coherent in terms of its organizational culture, yet be composed of individuals with reduced levels of coherence; (ii) the components of social conformity—peer-pressure and social rank—are influential at different aggregation levels.

Social contagions on interdependent lattice networks

Although an increasing amount of research is being done on the dynamical processes on interdependent spatial networks, knowledge of how interdependent spatial networks influence the dynamics of social contagion in them is sparse. Here we present a novel non-Markovian social contagion model on interdependent spatial networks composed of two identical two-dimensional lattices. We compare the dynamics of social contagion on networks with different fractions of dependency links and find that the density of final recovered nodes increases as the number of dependency links is increased. We use a finite-size analysis method to identify the type of phase transition in the giant connected components (GCC) of the final adopted nodes and find that as we increase the fraction of dependency links, the phase transition switches from second-order to first-order. In strong interdependent spatial networks with abundant dependency links, increasing the fraction of initial adopted nodes can induce the switch from a first-order to second-order phase transition associated with social contagion dynamics. In networks with a small number of dependency links, the phase transition remains second-order. In addition, both the second-order and first-order phase transition points can be decreased by increasing the fraction of dependency links or the number of initially-adopted nodes.

Heuristic Strategies for Persuader Selection in Contagions on Complex Networks

Individual decision to accept a new idea or product is often driven by both self-adoption and others' persuasion, which has been simulated using a double threshold model [Huang et al., Scientific Reports 6, 23766 (2016)]. We extend the study to consider the case with limited persuasion. That is, a set of individuals is chosen from the population to be equipped with persuasion capabilities, who may succeed in persuading their friends to take the new entity when certain conditions are satisfied. Network node centrality is adopted to characterize each node's influence, based on which three heuristic strategies are applied to pick out persuaders. We compare these strategies for persuader selection on both homogeneous and heterogeneous networks. Two regimes of the underline networks are identified in which the system exhibits distinct behaviors: when networks are sufficiently sparse, selecting persuader nodes in descending order of node centrality achieves the best performance; when networks are sufficiently dense, however, selecting nodes with medium centralities to serve as the persuaders performs the best. Under respective optimal strategies for different types of networks, we further probe which centrality measure is most suitable for persuader selection. It turns out that for the first regime, degree centrality offers the best measure for picking out persuaders from homogeneous networks; while in heterogeneous networks, betweenness centrality takes its place. In the second regime, there is no significant difference caused by centrality measures in persuader selection for homogeneous network; while for heterogeneous networks, closeness centrality offers the best measure.

Competition of simple and complex adoption on interdependent networks

We consider the competition of two mechanisms for adoption processes: a so-called complex threshold dynamics and a simple susceptible-infected-susceptible (SIS) model. Separately, these mechanisms lead, respectively, to first-order and continuous transitions between nonadoption and adoption phases. We consider two interconnected layers. While all nodes on the first layer follow the complex adoption process, all nodes on the second layer follow the simple adoption process. Coupling between the two adoption processes occurs as a result of the inclusion of some additional interconnections between layers. We find that the transition points and also the nature of the transitions are modified in the coupled dynamics. In the complex adoption layer, the critical threshold required for extension of adoption increases with interlayer connectivity whereas in the case of an isolated single network it would decrease with average connectivity. In addition, the transition can become continuous depending on the detailed interlayer and intralayer connectivities. In the SIS layer, any interlayer connectivity leads to the extension of the adopter phase. Besides, a new transition appears as a sudden drop of the fraction of adopters in the SIS layer. The main numerical findings are described by a mean-field type analytical approach appropriately developed for the threshold-SIS coupled system.

Local cascades induced global contagion: How heterogeneous thresholds, exogenous effects, and unconcerned behaviour govern online adoption spreading

Adoption of innovations, products or online services is commonly interpreted as a spreading process driven to large extent by social influence and conditioned by the needs and capacities of individuals. To model this process one usually introduces behavioural threshold mechanisms, which can give rise to the evolution of global cascades if the system satisfies a set of conditions. However, these models do not address temporal aspects of the emerging cascades, which in real systems may evolve through various pathways ranging from slow to rapid patterns. Here we fill this gap through the analysis and modelling of product adoption in the world’s largest voice over internet service, the social network of Skype. We provide empirical evidence about the heterogeneous distribution of fractional behavioural thresholds, which appears to be independent of the degree of adopting egos. We show that the structure of real-world adoption clusters is radically different from previous theoretical expectations, since vulnerable adoptions—induced by a single adopting neighbour—appear to be important only locally, while spontaneous adopters arriving at a constant rate and the involvement of unconcerned individuals govern the global emergence of social spreading.

Contagion on complex networks with persuasion

The threshold model has been widely adopted as a classic model for studying contagion processes on social networks. We consider asymmetric individual interactions in social networks and introduce a persuasion mechanism into the threshold model. Specifically, we study a combination of adoption and persuasion in cascading processes on complex networks. It is found that with the introduction of the persuasion mechanism, the system may become more vulnerable to global cascades, and the effects of persuasion tend to be more significant in heterogeneous networks than those in homogeneous networks: a comparison between heterogeneous and homogeneous networks shows that under weak persuasion, heterogeneous networks tend to be more robust against random shocks than homogeneous networks; whereas under strong persuasion, homogeneous networks are more stable. Finally, we study the effects of adoption and persuasion threshold heterogeneity on systemic stability. Though both heterogeneities give rise to global cascades, the adoption heterogeneity has an overwhelmingly stronger impact than the persuasion heterogeneity when the network connectivity is sufficiently dense.