Interesting research on virality. At the University of Aberdeen:
A University of Aberdeen-led research team has developed a model that explains how things go viral in social networks, and it includes the impact of friends and acquaintances in the sudden spread of new ideas. "Mathematical models proposed in the past typically neglected the synergistic effects of acquaintances and were unable to explain explosive contagion, but we show that these effects are ultimately responsible for whether something catches on quickly," says University of Aberdeen researcher Francisco Perez-Reche. The model shows people's opposition to accepting a new idea acts as a barrier to large contagion, until the transmission of the phenomenon becomes strong enough to overcome that reluctance. Although social media makes the explosive contagion phenomenon more apparent in everyday life than ever before, it is the intrinsic value of the idea or product, and whether friends and acquaintances adopt it or not, which remains the crucial factor. The model potentially could be used to address social issues, or by companies to give their product an edge over competitors. "Our conclusions rely on numerical simulations and analytical calculations for a variety of contagion models, and we anticipate that the new understanding provided by our study will have important implications in real social scenarios," Perez-Reche says.