  We study a model of information spreading on multiplex networks, in which
agents interact through multiple interaction channels (layers), say online vs.\
offline communication layers, subject to layer-switching cost for transmissions
across different interaction layers. The model is characterized by the
layer-wise path-dependent transmissibility over a contact, that is dynamically
determined dependently on both incoming and outgoing transmission layers. We
formulate an analytical framework to deal with such path-dependent
transmissibility and demonstrate the nontrivial interplay between the
multiplexity and spreading dynamics, including optimality. It is shown that the
epidemic threshold and prevalence respond to the layer-switching cost
non-monotonically and that the optimal conditions can change in abrupt
non-analytic ways, depending also on the densities of network layers and the
type of seed infections. Our results elucidate the essential role of
multiplexity that its explicit consideration should be crucial for realistic
modeling and prediction of spreading phenomena on multiplex social networks in
an era of ever-diversifying social interaction layers.
