• Zi-Ke Zhang, Chu-Xu Zhang, Xiao-Pu Han, and Chuang Liu.
• Institute of Information Economy, Hangzhou Normal University, Hangzhou, People's Republic of China; Alibaba Research Center for Complexity Sciences, Hangzhou Normal University, Hangzhou, People's Republic of China.
• Plos One. 2014 Jan 1;9(4):e95785.

AbstractRecently, contagion-based (disease, information, etc.) spreading on social networks has been extensively studied. In this paper, other than traditional full interaction, we propose a partial interaction based spreading model, considering that the informed individuals would transmit information to only a certain fraction of their neighbors due to the transmission ability in real-world social networks. Simulation results on three representative networks (BA, ER, WS) indicate that the spreading efficiency is highly correlated with the network heterogeneity. In addition, a special phenomenon, namely Information Blind Areas where the network is separated by several information-unreachable clusters, will emerge from the spreading process. Furthermore, we also find that the size distribution of such information blind areas obeys power-law-like distribution, which has very similar exponent with that of site percolation. Detailed analyses show that the critical value is decreasing along with the network heterogeneity for the spreading process, which is complete the contrary to that of random selection. Moreover, the critical value in the latter process is also larger than that of the former for the same network. Those findings might shed some lights in in-depth understanding the effect of network properties on information spreading.

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