Going viral: How ideas, beliefs, and innovations spread in the digital age
A new mathematical model reveals that viral cascades don’t require critical tipping points—while most ideas quickly fade, a select few evolve both in content and intensity as they propagate, fueling highly unpredictable social contagion at scale and challenging conventional wisdom about how information spreads.
By Laurent Hébert-Dufresne, Juniper Lovato, Giulio Burgio, James P. Gleeson, S. Redner, and P. L. Krapivsky