Competition and dual users in complex contagion processes

Byungjoon Min,Maxi San Miguel

doi:10.1038/s41598-018-32643-4

Abstract

We study the competition of two spreading entities, for example innovations, in complex contagion processes in complex networks. We develop an analytical framework and examine the role of dual users, i.e. agents using both technologies. Searching for the spreading transition of the new innovation and the extinction transition of a preexisting one, we identify different phases depending on network mean degree, prevalence of preexisting technology, and thresholds of the contagion process. Competition with the preexisting technology effectively suppresses the spread of the new innovation, but it also allows for phases of coexistence. The existence of dual users largely modifies the transient dynamics creating new phases that promote the spread of a new innovation and extinction of a preexisting one. It enables the global spread of the new innovation even if the old one has the first-mover advantage.

Highlights

We study the competition of two spreading entities, for example innovations, in complex contagion processes in complex networks
The values chosen for θA and θB are in the range (θ < 1/4) in which there is a spreading phase in the independent model [the details in the Supplementary Information (SI)]
The transition between different phases can be accurately identified by a local maximum in the number of iteration (NOI) of the recursion equations (Eq 4), reflecting critical slowing down at the transition point

Summary

Introduction

We study the competition of two spreading entities, for example innovations, in complex contagion processes in complex networks. The existence of dual users largely modifies the transient dynamics creating new phases that promote the spread of a new innovation and extinction of a preexisting one. Research on spreading by complex contagion sheds light on fundamental aspects of collective phenomena, nonlinearity in diffusion, cascading dynamics, and first order phase transitions in complex networks It has focused on aspects such as seed effect[17], clustering[18], modularity[6,19–21], multiplexity[22,23], multi-stage contagion[24], and interaction with simple contagion[25] or coordination processes[26]. It is not rarely observed that a late technology successfully spreads into population, such as the success of new online social networking services[28] These observations call for an understanding of the competition dynamics in complex contagion processes. The conflict between the first-mover advantage and success of a late mover can be resolved by introducing “dual users” which promote the spread of a late mover

Methods

Results

Conclusion