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On Reddit, individual subreddits are used to organize content and connectusers. One mode of interaction is the subreddit link, which occurs when a usermakes a direct reference to a subreddit in another community. Based on theubiquity of these references, we have undertaken a study on subreddit links onReddit, with the goal of understanding their impact on both the referencedsubreddit, and on the subreddit landscape as a whole. By way of an extensiveobservational study along with several natural experiments using the entirehistory of Reddit, we were able to determine that (1) subreddit links are asignificant driver of new suberddit creation; (2) subreddit links (2a)substantially drive activity in the referenced subreddit, and (2b) arefrequently created in response to high levels of activity in the referencedsubreddit; and (3) the graph of subreddit links has become less dense and moretreelike over time. We conclude with a discussion of how these results confirm,add to, and in some cases conflict with existing theories oninformation-seeking behavior and self-organizing behavior in online socialsystems.

Subreddit Links Drive Community Creation and User Engagement on Reddit