SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS
Autor(a) principal: | |
---|---|
Data de Publicação: | 2008 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por eng spa |
Título da fonte: | RAM. Revista de Administração Mackenzie |
Texto Completo: | https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151 |
Resumo: | Understanding the dynamics of the adoption of new technologies by consumers is becoming increasingly important, given the speed at which innovations emerge. For the marketing area, new challenges arise because the technological advance may create different product-user profiles, implying the need to implement new mechanisms in order to touch consumers. Considering word-of-mouth marketing within a context of social networks, this paper seeks to assess the diffusion of the use of new technologies. Using stochastic modeling, populations are computersimulated with different degrees of connection in social networks, and the evolution of the proportion of users of a new technology is estimated. The use of stochastic modeling allows the analysis of complex phenomena that would be difficult to assess empirically due to the problems relating to the creation of constructs, the gathering of data, the adjustment of estimates of parameters to the realities of new technologies, and the limitations of statistical tools. The results of the model suggest that the strengthening of links between individuals, as well as the implementation of marketing programs that exploit the interactions in social networks, constitute important strategies for increasing the speed of diffusion of technologies.KEYWORDS: Adoption of new technologies; Social networks; Word-of-mouth marketing; Stochastic modeling of social networks; Technological diffusion. |
id |
MACKENZIE_823d73af956b4142f5db2642d8c585c0 |
---|---|
oai_identifier_str |
oai:ojs.editorarevistas.mackenzie.br:article/151 |
network_acronym_str |
MACKENZIE |
network_name_str |
RAM. Revista de Administração Mackenzie |
repository_id_str |
|
spelling |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONSRedes sociais e o marketing de inovaçõesUnderstanding the dynamics of the adoption of new technologies by consumers is becoming increasingly important, given the speed at which innovations emerge. For the marketing area, new challenges arise because the technological advance may create different product-user profiles, implying the need to implement new mechanisms in order to touch consumers. Considering word-of-mouth marketing within a context of social networks, this paper seeks to assess the diffusion of the use of new technologies. Using stochastic modeling, populations are computersimulated with different degrees of connection in social networks, and the evolution of the proportion of users of a new technology is estimated. The use of stochastic modeling allows the analysis of complex phenomena that would be difficult to assess empirically due to the problems relating to the creation of constructs, the gathering of data, the adjustment of estimates of parameters to the realities of new technologies, and the limitations of statistical tools. The results of the model suggest that the strengthening of links between individuals, as well as the implementation of marketing programs that exploit the interactions in social networks, constitute important strategies for increasing the speed of diffusion of technologies.KEYWORDS: Adoption of new technologies; Social networks; Word-of-mouth marketing; Stochastic modeling of social networks; Technological diffusion.O entendimento da dinâmica da adoção de novas tecnologias pelos consumidores torna-se cada vez mais importante dada a velocidade de surgimento de inovações. Para a área de marketing, novos desafios surgem, pois o avanço tecnológico pode criar diferentes perfis de usuários de produtos, implicando a necessidade de implementação de novos mecanismos de sensibilização do consumidor. Considerando o marketing boca a boca num contexto de redes sociais, este artigo procura avaliar a difusão do uso de novas tecnologias. Por meio de uma modelagem estocástica, são simuladas computacionalmente populações com graus diferentes de conexões nas redes sociais, e é estimada a evolução da proporção de usuários de uma nova tecnologia. O uso da modelagem estocástica permite a análise de fenômenos complexos que dificilmente poderiam ser avaliados de forma empírica, por causa da problemática de criação de constructos, de levantamento de dados, de adequação de estimativas de parâmetros à realidade de novas tecnologias e de limitação das ferramentas estatísticas. Os resultados do modelo sugerem que o fortalecimento de vínculos entre indivíduos e a implementação de programas de marketing que explorem as interações nas redes sociais constituem importantes estratégias para o aumento da velocidade de difusão de tecnologias.PALAVRAS-CHAVE: Adoção de novas tecnologias; Redes sociais; Marketing boca a boca; Modelagem estocástica de redes sociais; Difusão tecnológica.Editora Mackenzie2008-08-04info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/151Revista de Administração Mackenzie; Vol. 9 No. 1 (2008)Revista de Administração Mackenzie; Vol. 9 Núm. 1 (2008)Revista de Administração Mackenzie (Mackenzie Management Review); v. 9 n. 1 (2008)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/151/151https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151/1802https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151/1803Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessKimura, HerbertCruz Basso, Leonardo FernandoLeiva Martin, Diógenes Manoel2011-01-17T18:54:24Zoai:ojs.editorarevistas.mackenzie.br:article/151Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:29.658264RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
dc.title.none.fl_str_mv |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS Redes sociais e o marketing de inovações |
title |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS |
spellingShingle |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS Kimura, Herbert |
title_short |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS |
title_full |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS |
title_fullStr |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS |
title_full_unstemmed |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS |
title_sort |
SOCIAL NETWORKS AND THE MARKETING OF INNOVATIONS |
author |
Kimura, Herbert |
author_facet |
Kimura, Herbert Cruz Basso, Leonardo Fernando Leiva Martin, Diógenes Manoel |
author_role |
author |
author2 |
Cruz Basso, Leonardo Fernando Leiva Martin, Diógenes Manoel |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Kimura, Herbert Cruz Basso, Leonardo Fernando Leiva Martin, Diógenes Manoel |
description |
Understanding the dynamics of the adoption of new technologies by consumers is becoming increasingly important, given the speed at which innovations emerge. For the marketing area, new challenges arise because the technological advance may create different product-user profiles, implying the need to implement new mechanisms in order to touch consumers. Considering word-of-mouth marketing within a context of social networks, this paper seeks to assess the diffusion of the use of new technologies. Using stochastic modeling, populations are computersimulated with different degrees of connection in social networks, and the evolution of the proportion of users of a new technology is estimated. The use of stochastic modeling allows the analysis of complex phenomena that would be difficult to assess empirically due to the problems relating to the creation of constructs, the gathering of data, the adjustment of estimates of parameters to the realities of new technologies, and the limitations of statistical tools. The results of the model suggest that the strengthening of links between individuals, as well as the implementation of marketing programs that exploit the interactions in social networks, constitute important strategies for increasing the speed of diffusion of technologies.KEYWORDS: Adoption of new technologies; Social networks; Word-of-mouth marketing; Stochastic modeling of social networks; Technological diffusion. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-08-04 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151 |
url |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151 |
dc.language.iso.fl_str_mv |
por eng spa |
language |
por eng spa |
dc.relation.none.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151/151 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151/1802 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/151/1803 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Editora Mackenzie |
publisher.none.fl_str_mv |
Editora Mackenzie |
dc.source.none.fl_str_mv |
Revista de Administração Mackenzie; Vol. 9 No. 1 (2008) Revista de Administração Mackenzie; Vol. 9 Núm. 1 (2008) Revista de Administração Mackenzie (Mackenzie Management Review); v. 9 n. 1 (2008) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
instname_str |
Universidade Presbiteriana Mackenzie (MACKENZIE) |
instacron_str |
MACKENZIE |
institution |
MACKENZIE |
reponame_str |
RAM. Revista de Administração Mackenzie |
collection |
RAM. Revista de Administração Mackenzie |
repository.name.fl_str_mv |
RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE) |
repository.mail.fl_str_mv |
revista.adm@mackenzie.br |
_version_ |
1796794716314927104 |