La fréquentation des médias sociaux est très concentrée. L'intérêt de ce type de sites résidant dans la richesse du contenu élaboré par les participants, ce phénomène peut être en partie expliqué par les externalités de réseau. Afin de démontrer cet effet dans un cadre concurrentiel, cette recherche propose un modèle de diffusion intégrant le principe de l'attachement préférentiel issu des recherches en réseaux complexes. Ce modèle est analysé au travers d'une simulation et appliqué à 51 médias sociaux dans trois secteurs différents. Les résultats montrent que l'ajout de l'effet d'attraction menée par la taille relative du réseau social explique mieux la diffusion que le modèle de Bass classique.
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