Difusão de inovações em redes de influência social

• Autor(a) principal: Araújo Júnior, Inácio Fernandes de
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: LOCUS Repositório Institucional da UFV
• Texto Completo: http://locus.ufv.br/handle/123456789/3286
• topic: Psicologia social; Grupos sociais; Influência social; Difusão de inovações; Análise de redes sociais; Social psychology; Social groups; Social influence; Diffusion of innovations; Social network analysis; CNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIA::TEORIA ECONOMICA::ECONOMIA GERAL

In recent years the theory of diffusion of innovations has been improved by the incorporation of techniques and tools generated by social network analysis. The models developed in this field consider that individuals tend to be affected by the opinions and behaviors of other individuals belonging to their network of influence or holding a prominent position in the social system. Therefore, this paper proposes to summarize the current state of knowledge on the subject, with the aim of examining how the characteristics of the networks of social interrelations affect the process of diffusion of innovations. To simulate the formulation of policies to accelerate diffusion of new technologies and/or behaviors considered desirable in different networks the technique of agent- based modeling was used. The results indicate that diffusion is positively associated with the presence of prominent individuals in the network; however, the influence of opinion leaders, to initiate the process of diffusion is important in networks such as high centralization and dissortativity. And the more connected the network, lower is the critical mass required to trigger the process of diffusion. Analysis mechanisms developed in this work may also have applications outside the scope of diffusion of innovations. A possible field of application would finance and social and public health policies.