Models of Influence Spreading on Social Networks

The chapter delves into the intricate models of influence spreading on social networks, categorizing them into simple and complex contagion processes. It introduces analytical and simulation methods to implement these models, highlighting the flexibility and computational requirements of each approach. The study also explores the empirical application of these models on well-known social networks, such as Zachary's Karate Club and a Facebook network, showcasing the distinct outcomes and insights derived from different models. The chapter concludes by emphasizing the importance of network structures in influencing spreading processes and the need for further research to accurately model various social interactions.