Local/Global contagion of viral/non-viral information: Analysis of contagion spread in online social networks.

Contagion in online social networks (OSN) occurs when users are exposed to information disseminated by other users. Studies of contagion are largely devoted to the spread of viral information and to local neighbor-to-neighbor contagion. However, many contagion events can be non-viral in the sense of being unpopular with low reach size, or global in the sense of being exposed to non-adjacent neighbors.