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How multiple social networks affect user awareness: The information diffusion process in multiplex networks.

Weihua Li1,2, Shaoting Tang1,2, Wenyi Fang2,3

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Information spreads faster on multiplex networks, where users interact across multiple social media layers. Interlayer transmission significantly boosts diffusion, enabling explosive spread even at low individual layer transmissibility.

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Area of Science:

  • Complex networks
  • Information diffusion modeling
  • Social network analysis

Background:

  • Information diffusion is well-studied in single networks, particularly for online social networks.
  • Individuals commonly use multiple social networks, transferring information between them.
  • This cross-network behavior necessitates studying diffusion on multiplex networks.

Purpose of the Study:

  • To propose a model for information diffusion in two-layer multiplex networks.
  • To analyze the impact of interlayer transmission on information spread.
  • To understand the dynamics of information diffusion in interconnected online environments.

Main Methods:

  • Developed a theoretical framework using bond percolation and cascading failure.
  • Modeled both intralayer (within-layer) and interlayer (between-layer) diffusion.
  • Derived analytical solutions for the fraction of informed individuals.

Main Results:

  • Interactions between network layers significantly enhance information diffusion.
  • Explosive diffusion can occur even when individual layer transmissibility is below the critical threshold.
  • Interlayer transmission is a key driver for accelerated information spread.

Conclusions:

  • Multiplex network structures fundamentally alter information diffusion dynamics.
  • Interlayer transmission is a critical factor in understanding widespread information cascades.
  • The proposed model provides analytical insights into complex information spread phenomena.