Effect of Contact Preference among Heterogeneous Individuals on Social Contagions

In social networks, individual heterogeneity is widely existed, and an often tends to contact more frequently with friends of similar status or opinion. It worth noting that the preference characteristic among heterogeneous individuals will have a significant effect on contagions. Thus, we propose contagion model which takes influence into account, make theoretical analysis spreading process by developing edge-based compartmental theory. We find competition between simple complex leads emergence crossover phase transition phenomena when ordinary low: it changes from being hybrid continuous, then hybrid, eventually continuous increase probability homogeneous individuals. However, first-order strength relatively high. addition, there optimal value range maximizes size, lower bound decreases transmission probability. Our prediction results are in good agreement simulation results.