“…One stream of research has shown how weak (Granovetter, 1973(Granovetter, , 1995, bridging (Burt, 1992), and high bandwidth (Aral and Van Alstyne, 2011) ties can accelerate the diffusion of social contagions. Other research (Centola and Macy, 2007) has complicated this picture by suggesting that the "complexity" of the contagion can impact diffusion, at least initially (Barash et al, 2012), and favor strong ties over weak ties. Research has also striven to identify the individuals in networks who are most susceptible to contagions (Aral and Walker, 2012), as well as to distinguish tendencies to adopt the behaviors of our associates from tendencies to associate with those to whom we are similar (Aral et al, 2009;Lewis et al, 2012).…”