In light of the rapid growth of social networks around the world, this study analyses the impact of social networks on the diffusion of products and demonstrates the effective way to diffuse products in the society where social networks play an important role. We construct a consumer behaviour model by multi-agent simulation taking the movie market as an example. After validating it by using data from 13 US movies, we conduct simulations. Our simulation results show that the impact of social networks on the diffusion differs according to the customers’ expectations and evaluation for a movie. We also demonstrate the effective weekly advertising budget allocations corresponding to the types of movies. We find that the difference of weekly advertising budget allocations gives greater impact on the diffusion with the growth of social networks. This paper provides firm’s managers with important suggestions for diffusion strategy considering the impact of social networks.
Barabasi, A. L. and Albert, R. (1999) ‘Emergence of Scaling in Random Networks’, Science, 286, pp. 509-512. http://dx.doi.org/10.1126/science.286.5439.509.
Bass, F. M. (1969) ‘A New Product Growth Model for Consumer Durables’, Management Science, 15:1, pp. 215-227. http://dx.doi.org/10.1287/mnsc.15.5.215.
Duan, W., Gu, B. and Whinston, A. B. (2008) ‘The Dynamics of Online Word-of-Mouth and Product Sales –An Empirical Investigation of the Movie Industry’, Journal of Retailing,84:2, pp. 233-242. http://dx.doi.org/10.1016/j.jretai.2008.04.005.
Kamimura, R., Masuda, H. and Arai, T. (2006) ‘An Agent-Based Model of Consumer Behaviour: Application to the Movie Market’, Journal of Japan Industrial Management Association, 57:5, pp. 450-469 (in Japanese).
Libai, B., Muller, E. and Peres, R. (2009) ‘The Diffusion of Services’, Journal of Marketing Research, 46,:2, pp. 163-175. http://dx.doi.org/10.1509/jmkr.46.2.163.
Mahajan, V., Muller, E. and Bass, F. M. (1990) ‘New Product Diffusion Models in Marketing: A Review and Direction for Research’, Journal of Marketing, 54:1, pp. 1-26.
Mansfield, E. (1961) ‘Technical Change and the Rate of Imitation’, Econometrica, 29:4, pp.741-766.
Meyer, P.S. (1994) ‘Bi-Logistic Growth’, Technological Forecasting and Social Change, 47:1, pp. 89-102.
Mittal, V., Kumar, P. and Tsiros, M. (1999) ‘Attribute-Level Performance Satisfactions, and Behavioural Intentions over Time: A Consumptions-System Approach’, Journal of Marketing, 63;2, pp. 88-101. http://dx.doi.org/10.2307/1251947.
Miyata, K. and Ikeda, K. (2008), ‘The Internet Changes Consumer Behaviour (NETTO GA KAERU SHOUHISYA KODO)’, Tokyo, NTT Publishing Co., Ltd. (in Japanese).
Plouffe, C. R., Vandebosch, M. and Hulland, J. (2001) ‘Intermediating Technologies and MultiGroup Adoption: A Comparison of Consumers and Merchant Adoption Intentions toward a New Electric Payment System’, Journal of Product Innovation Management, 18:2, pp. 65-81. http://dx.doi.org/10.1111/1540-5885.1820065.
Rogers, E. M. (1962), ‘Diffusion of Innovations’, New York, The Free Press
The Comics Chronicles (2011) ‘Title Spotlights’, (online) (cited 1 July 2011). Available from <URL: http://www.comichron.com/titlespotlights.html>.
The Numbers (2011) ‘Theatrical Box Office Chart Calendar for 2010’, (online) (cited 1 July 2011). Available from <URL: http://www.the-numbers.com/box-office/2010>.
Tilman, A. S., Gunter, L. and Jurgen, R. (2007) ‘Agent-Based Simulation of Consumer Behaviour in Grocery Shopping on a Regional Level’, Journal of Business Research, 60:8, pp. 894-903. http://dx.doi.org/10.1016/j.jbusres.2007.02.005.
Tsui, H. C. (2012) ‘Advertising, Quality, Willingness-to-Pay: Experimental Examination of Signaling Theory’, Journal of Economic Psychology, 33:6, pp. 1193-1203. http://dx.doi.org/10.1016/j.jbusres.2007.02.005.
| Periodicity | Biannually |
| Issue-1 | May |
| Issue-2 | November |
| ISSN Print | 2321-2217 |
| ISSN Online | 2321-2225 |
| RNI No. | CHAENG/2013/50088 |
Publisher's policy of the journal at Sherpa UK for the submitted, accepted, and published articles. Click OAPolicy
Plan-S ComplianceTo check compliance, one has to use the Journal Check Tool (JCT). This tool provided by cOAlition S (European funders) for the researchers (fundee) to check the compliance with the journal.
Recommend journal to your libraryYou can recommend the journal being a researcher or faculty member to your library. We will post a copy of the Journal to your library on your behalf at free of cost.
Click here: Recommend Journal
The authors are encouraged to submit the author’s copy (preprint) to appropriate preprint archives e.g. https://arxiv.org and/or on https://indiarxiv.org or institutional repositories (e.g., D Space) before paper acceptance by the editor of Journal. After publications of the paper author(s) should mention the citation information, title and abstract along with DOI number of the publication carefully on the required page of the depository(ies).
Contact: Phone: +91-172-2741000, +91-172-4691800
Email : editor.tmg@chitkara.edu.in;
This work is licensed under a Creative Commons Attribution 4.0 International License.
View Legal Code of the above-mentioned license, https://creativecommons.org/licenses/by/4.0/legalcode
View Licence Deed here https://creativecommons.org/licenses/by/4.0/
Journal of Technology Management for Growing Economies by Chitkara University Publications is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at https://tmg.chitkara.edu.in/
Chandigarh-Patiala National Highway, Punjab 140 401
Chandigarh Information Center SCO 160-161, Sector 9-C, Chandigarh 160 009
