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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. [ABSTRACT FROM AUTHOR]

Synergistic interactions are ubiquitous in the real world. Recent studies have revealed that, for a single-layer network, synergy can enhance spreading and even induce an explosive contagion. There is at the present a growing interest in behavior spreading dynamics on multiplex networks. What is the role of synergistic interactions in behavior spreading in such networked systems? To address this question, we articulate a synergistic behavior spreading model on a double layer network, where the key manifestation of the synergistic interactions is that the adoption of one behavior by a node in one layer enhances its probability of adopting the behavior in the other layer. A general result is that synergistic interactions can greatly enhance the spreading of the behaviors in both layers. A remarkable phenomenon is that the interactions can alter the nature of the phase transition associated with behavior adoption or spreading dynamics. In particular, depending on the transmission rate of one behavior in a network layer, synergistic interactions can lead to a discontinuous (first-order) or a continuous (second-order) transition in the adoption scope of the other behavior with respect to its transmission rate. A surprising two-stage spreading process can arise: due to synergy, nodes having adopted one behavior in one layer adopt the other behavior in the other layer and then prompt the remaining nodes in this layer to quickly adopt the behavior. Analytically, we develop an edge-based compartmental theory and perform a bifurcation analysis to fully understand, in the weak synergistic interaction regime where the dynamical correlation between the network layers is negligible, the role of the interactions in promoting the social behavioral spreading dynamics in the whole system. [ABSTRACT FROM AUTHOR]

Time-varying community structures exist widely in real-world networks. However, previous studies on the dynamics of spreading seldom took this characteristic into account, especially those on social contagions. To study the effects of time-varying community structures on social contagions, we propose a non-Markovian social contagion model on time-varying community networks based on the activity-driven network model. A mean-field theory is developed to analyze the proposed model. Through theoretical analyses and numerical simulations, two hierarchical features of the behavior adoption processes are found. That is, when community strength is relatively large, the behavior can easily spread in one of the communities, while in the other community the spreading only occurs at higher behavioral information transmission rates. Meanwhile, in spatial-temporal evolution processes, hierarchical orders are observed for the behavior adoption. Moreover, under different information transmission rates, three distinctive patterns are demonstrated in the change of the whole network's final adoption proportion along with the growing community strength. Within a suitable range of transmission rate, an optimal community strength can be found that can maximize the final adoption proportion. Finally, compared with the average activity potential, the promoting or inhibiting of social contagions is much more influenced by the number of edges generated by active nodes. [ABSTRACT FROM AUTHOR]