Analysis of complex contagions in random multiplex networks.

We study the diffusion of influence in random multiplex networks where links can be of r different types, and, for a given content (e.g., rumor, product, or political view), each link type is associated with a content-dependent parameter ci in [0,∞] that measures the relative bias type i links have in spreading this content. In this setting, we propose a linear threshold model of contagion where nodes switch state if their "perceived" proportion of active neighbors exceeds a threshold τ. Namely a node connected to mi active neighbors and ki-mi inactive neighbors via type i links will turn active if ∑cimi/∑ciki exceeds its threshold τ. Under this model, we obtain the condition, probability and expected size of global spreading events. Our results extend the existing work on complex contagions in several directions by (i) providing solutions for coupled random networks whose vertices are neither identical nor disjoint, (ii) highlighting the effect of content on the dynamics of complex contagions, and (iii) showing that content-dependent propagation over a multiplex network leads to a subtle relation between the giant vulnerable component of the graph and the global cascade condition that is not seen in the existing models in the literature.