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The emergence of online social networks has greatly facilitated the diffusionof information and behaviors. While the two diffusion processes are oftenintertwined, "talking the talk" does not necessarily mean "walking thetalk"--those who share information about an action may not actually participatein it. We do not know if the diffusion of information and behaviors aresimilar, or if social influence plays an equally important role in theseprocesses. Integrating text mining, social network analyses, and survivalanalysis, this research examines the concurrent spread of information andbehaviors related to the Ice Bucket Challenge on Twitter. We show that the twoprocesses follow different patterns. Unilateral social influence contributes tothe diffusion of information, but not to the diffusion of behaviors; bilateralinfluence conveyed via the communication process is a significant and positivepredictor of the diffusion of behaviors, but not of information. These resultshave implications for theories of social influence, social networks, andcontagion.

Social Influence in the Concurrent Diffusion of Information and Behaviors in Online Social Networks