The Social Influence Enhanced by the Mass Media Broadcasting in Innovation Diffusion

摘要：

　　Based on the Bass model and the micro-model of mass media network, we propose an agent-based threshold approach including the mutual interaction between social relationship network and mass media network.Taking the heterogeneity of individuals into account, it is found that the direct advertisement from mass media broadcasting will attract the potential adopters greatly at the beginning of innovation diffusion.In the middle of diffusion process, the previous adopters formalize a positive feedback to the potential adopters via mass media broadcasting.The social collective effect can be strongly enhanced if the potential adopter prefer to mass media broadcasting.Furthermore, it is found that the complexity of the social relationship network may postpone the social collective effect.

关键词： Social Influence Stochastic Threshold Model Innovation Diffusion Complex Network

作者: Fang Yang Qiping Zhou Junmin Hu Lifeng Wu

作者单位: School of Business Administration, Jimei University, Xiamen, 361021, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 536-544

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）