what-when-how
In Depth Tutorials and Information
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Figure3.2
Systemiccommunicationsinfaculty/staff'semailsystems.[57]
more complicated, we need to consider different types of communications, includ-
ing commenting, posting, and citing.
3.3.2 Models of Innovation Diffusion
Investigators have proposed a few models to describe the information low in social
networks, although it is quite difficult to solve this problem because the low is
derived by humans' psychology and can be affected by multiple complex factors.
Some investigators [54, 56, 58-62, 64] formalize the information propagation as
diffusion of innovation, that is, an innovation is communicated through certain
channels over time among the members of a population, and the perceived novelty
of the innovation by an individual determines his or her reaction to it. A typical
example of this type of information propagation is word-of-mouth communica-
tion [48], and other related works have been applied to improve the performance
of virtual marketing [58], such as designing the strategy to maximize the spread
of product information through a social network [68]. Modeling the diffusion of
innovation ignores the particular information communication pattern and classi-
ies adopters of innovations into five categories based on the fact that certain indi-
viduals are inevitably more open to adoption than others in a population. he ive
adopter categories—innovators, early adopters, early majority, late majority, and
laggards—follow a standard deviation curve. he aim of modeling the difusion of
