In "An Experimental Study of Search in Global Social Networks," Adamic and Adar (2003) investigate how information travels through social networks. They find that information is transmitted through a small subset of individuals and that these individuals tend to be highly connected within the network.
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"An Experimental Study of Search in Global Social Networks". Science 8 August 2003: Vol. 301 no. 5634 pp. 827-829DOI:10.1126/science.1081058
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