Abstract
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.
Recommended Citation
Yang, Fang; Zhou, Qiping; Hu, Junmin; and Wu, Lifeng, "The Social Influence Enhanced by the Mass Media Broadcasting in Innovation Diffusion" (2019). WHICEB 2019 Proceedings. 83.
https://aisel.aisnet.org/whiceb2019/83