SICE Journal of Control, Measurement, and System Integration
Online ISSN : 1884-9970
Print ISSN : 1882-4889
ISSN-L : 1882-4889
SPECIAL ISSUE ON SOCIAL SIMULATION AS TRANSDISCIPLINARY RESEARCH
Informative and Normative Effects Using a Selective Advertisement
Setsuya KURAHASHIMuneyoshi SAITO
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2013 Volume 6 Issue 2 Pages 76-82

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Abstract

This paper discusses how the neighbours affect the decision of consumer behaviour over diffusion of innovation. An agent-based model of diffusion is proposed on an online social network which have both “scale-free” and “regular” properties. The findings of the studies of consumer activity in order to show the following points: 1) the informative effect can cause a take-off, but it is not sufficient to reach the completion of diffusion, 2) the combination of the informative and normative effects can easily bring a take-off, which is a point in time within the adoption curve that the existence of a sufficient amount of adopters of an innovation or a product. After the take-off, the diffusion is accelerated and reaches the completion in the end, 3) the informative effect makes information propagate fast, and so does the normative effect over a network that has characteristics of scale-free and high cluster, 4) in a selective advertisement, the most effective approach is non-selective advertisement for all consumers. This paper shows that it is inadequate to think that opinion leaders only adopt a product and transmit the information of usability impressions to other consumers in order to trigger diffusion on online human-relationship networks. Rather, diffusion is promoted entirely by active communication among non-opinion leaders which have received such information from opinion leaders.

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© 2013 The Society of Instrument and Control Engineers
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