Digital Innovation, Entrepreneurship, and New Business Models
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Paper Number
1792
Paper Type
Completed
Description
Online social networks like Facebook or Instagram offer a variety of different social media services (e.g. sharing of information, photos, or videos) that are often encapsulated in social media apps for mobile devices like smartphones. The more users such apps have, the greater is the attraction of adoption for non-users because the social utility derived from using the offered services increases with the number of reachable members. In this paper, we propose a novel classification scheme for social media apps and investigate how different types can successfully diffuse in online social networks. For this, we wrote a simulation to test the diffusion in an extracted sub-graph of Facebook with more than 3 million vertices. Our results indicate that for some types of apps, a critical advertising budget exists that needs to be at least invested for maintaining a steady state. Otherwise, the activity in the app declines to zero.
Recommended Citation
Beşer, Alper and Lackes, Richard, "The Diffusion of Social Media Apps and Services in Online Social Networks – A Simulation Study" (2021). ICIS 2021 Proceedings. 9.
https://aisel.aisnet.org/icis2021/dig_innov/dig_innov/9
The Diffusion of Social Media Apps and Services in Online Social Networks – A Simulation Study
Online social networks like Facebook or Instagram offer a variety of different social media services (e.g. sharing of information, photos, or videos) that are often encapsulated in social media apps for mobile devices like smartphones. The more users such apps have, the greater is the attraction of adoption for non-users because the social utility derived from using the offered services increases with the number of reachable members. In this paper, we propose a novel classification scheme for social media apps and investigate how different types can successfully diffuse in online social networks. For this, we wrote a simulation to test the diffusion in an extracted sub-graph of Facebook with more than 3 million vertices. Our results indicate that for some types of apps, a critical advertising budget exists that needs to be at least invested for maintaining a steady state. Otherwise, the activity in the app declines to zero.
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