While simple contagions spread efficiently from highly connected ‘influencers’, new research has revealed another kind of spreading process, that of complex contagions, which follows surprisingly different pathways to disperse through social networks.
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Centola, D. Influential networks. Nat Hum Behav 3, 664–665 (2019). https://doi.org/10.1038/s41562-019-0607-5
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DOI: https://doi.org/10.1038/s41562-019-0607-5
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Topological measures for identifying and predicting the spread of complex contagions
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