Jumping over the network threshold of information diffusion: testing the threshold hypothesis of social influence

Purpose - Social influence plays a crucial role in determining the size of information diffusion. Drawing on threshold models, we reformulate the nonlinear threshold hypothesis of social influence. 
Design/methodology/approach - We test the threshold hypothesis of social influence with a large dataset of information diffusion on social media. 
Findings - There exists a bell-shaped relationship between social influence and diffusion size. However, the large network threshold, limited diffusion depth and intense bursts become the bottlenecks that constrain the diffusion size. 
Practical implications - The practice of viral marketing needs innovative strategies to increase information novelty and reduce the excessive network threshold. 
Originality/value - In all, this research extends threshold models of social influence and underlines the nonlinear nature of social influence in information diffusion.