You basically should read all of https://arxiv.org/list/physics.soc-ph/recent Physics and Society

https://arxiv.org/list/cs.SI/recent Social and Information Networks

Two random samplings look to be right on topic, search for survey papers in both disciplines.

Spreading of Memes on Multiplex Networks https://arxiv.org/abs/1810.12630

A model for meme popularity growth in social networking systems based on biological principle and human interest dynamics https://arxiv.org/abs/1902.00533