Conceptual model the speed of information dissemination in social networks on the basis of the Monod equation

Abstract

The issue of the speed of information dissemination in the environment of social networks is considered. A conceptual model is proposed based on Monod equation, where biomass growth rate depends on the concentration of the substrate. A parallel between the main data of microbiological processes and processes in social networks is drawn. The major factors influencing information dissemination speed are described. The favorable factors are demonstrated, which, like substrate, enhance the speed of growth, and after saturation slow it down or stop completely. Following a similar model of phytoplankton reproduction (Jorgensen equation) there have been identified three elements that can limit its speed, similarly, in social networks they are — the concentration of the audience with a high level of information starvation, audience capacity, and volume of the attention resource. This study is useful for viral marketing theory, will enable to generate forecasts and manage decisions.