Here we study this issue on Twitter, analyzing the ways in
which tokens known as hashtags spread on a network defined bythe interactions among Twitter users. We find significant variationin the ways that widely-used hashtags on different topics spread.Our results show that this variation is not attributable simply to differences in “stickiness,” the probability of adoption based on one or more exposures, but also to a quantity that could be viewed as a kind of “persistence” — the relative extent to which(...) exposures to an idea are particularly crucial when the idea is in some way controversial or contentious. Among other findings, we discover that hashtags representing the natural analogues of Twitter idioms and neologisms are particularly non-persistent, with the effect of multiple exposures decaying rapidly relative to the first exposure.
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