Jumping over the network threshold of information diffusion: testing the threshold hypothesis of social influence

Abstract

PurposeSocial influence plays a crucial role in determining the size of information diffusion. Drawing on threshold models, we reformulate the nonlinear threshold hypothesis of social influence.Design/methodology/approachWe test the threshold hypothesis of social influence with a large dataset of information diffusion on social media.FindingsThere exists a bell-shaped relationship between social influence and diffusion size. However, the large network threshold, limited diffusion depth and intense bursts become the bottlenecks that constrain the diffusion size.Practical implicationsThe practice of viral marketing needs innovative strategies to increase information novelty and reduce the excessive network threshold.Originality/valueIn all, this research extends threshold models of social influence and underlines the nonlinear nature of social influence in information diffusion.