Social mechanics: An empirically grounded science of social media. Lerman, K., Galstyan, A., Ver Steeg, G., & Hogg, T. In Proceedings of the International AAAI Conference on Web and Social Media, volume 5, pages 13–22, 2011.
bibtex   
@inproceedings{lerman2011social,
  title={Social mechanics: An empirically grounded science of social media},
  author={Lerman, Kristina and Galstyan, Aram and Ver Steeg, Greg and Hogg, Tad},
  booktitle={Proceedings of the International AAAI Conference on Web and Social Media},
  volume={5},
  number={4},
  pages={13--22},
  year={2011}
}

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