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Social phenomena spread unexpectedly due to synergistic effects among acquaintances. This research explains how social contagion transitions from smooth to explosive, impacting adoption of ideas and products.

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Area of Science:

  • Social Science
  • Network Science
  • Epidemiology

Background:

  • Social phenomena spread is complex, often studied using epidemic models.
  • Traditional models simplify interactions and neglect contextual effects.

Purpose of the Study:

  • To investigate the impact of local synergistic effects on the spread of social phenomena.
  • To explain sudden, large-scale social contagion events.

Main Methods:

  • Utilized epidemic models adapted for social phenomena.
  • Incorporated synergistic effects based on acquaintances' influence.
  • Analyzed scenarios where contagion ability is context-dependent.

Main Results:

  • Local synergistic effects significantly alter large-scale social spread.
  • A mechanism where spreaders' ability decreases with surrounding ignorant individuals was modeled.
  • Observed transitions from smooth (second-order) to explosive (first-order) social contagion.

Conclusions:

  • Synergistic effects among acquaintances can lead to explosive social contagion.
  • This model explains the rapid and unexpected adoption of ideas, rumors, and products.
  • Contextual factors, specifically social networks, are crucial for understanding social spread.