Modeling the Adoption of Innovations in the Presence of Geographic and Media Influences

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While there is a large body of work examining the effects of social network structure on innovation adoption, models to date have lacked considerations of real geography or mass media. In this article, we show these features are crucial to making more accurate predictions of a social contagion and technology adoption at a city-to-city scale. Using data from the adoption of the popular micro-blogging platform, Twitter, we present a model of adoption on a network that places friendships in real geographic space and exposes individuals to mass media influence. We show that homophily both among individuals with similar propensities to adopt a technology and geographic location is critical to reproducing features of real spatiotemporal adoption. Furthermore, we estimate that mass media was responsible for increasing Twitter's user base two to four fold. To reflect this strength, we extend traditional contagion models to include an endogenous mass media agent that responds to those adopting an innovation as well as influencing agents to adopt themselves.
Publisher
PUBLIC LIBRARY SCIENCE
Issue Date
2012-01
Language
English
Article Type
Article
Keywords

INFORMATION-FLOW; SOCIAL CONTAGION; DYNAMICS; DIFFUSION; CAMPAIGN; NETWORKS; BEHAVIOR; MARKET; TIES

Citation

PLOS ONE, v.7, no.1

ISSN
1932-6203
DOI
10.1371/journal.pone.0029528
URI
http://hdl.handle.net/10203/98142
Appears in Collection
CS-Journal Papers(저널논문)
Files in This Item
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