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The diffusion of mobile social networking: Exploring adoption externalities in four G7 countries
journal contribution
posted on 2023-07-26, 14:10 authored by Miriam Scaglione, Emanuele Giovannetti, Mohsen HamoudiaThe diffusion of Mobile Social Networking (MSN) is driven by the development of new devices and improved mobile broadband. The instantaneous nature of MSN exchanges enhances the value of data access for mobile users, which generates network externalities. We explore the presence of these externalities in the diffusion of MSN in France, the UK, the US and Germany. For these countries, we compare estimates of two diffusion models: the Bass model and the Bemmaor model. We find evidence of network externalities in MSN adoption for all of these countries, captured by the left skew of the cumulative adoption curves. This evidence is confirmed even after taking into account the contrasting effect of heterogeneity in the propensity to adopt. Our results provide content providers, operators and regulators with insights about marketing strategies, helping with policy formulation under the combined presence of network externalities and heterogeneity.
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Refereed
- Yes
Volume
31Issue number
4Page range
1159-1170Publication title
International Journal of ForecastingISSN
0169-2070External DOI
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ElsevierLanguage
- other
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2017-09-26Legacy creation date
2017-09-20Legacy Faculty/School/Department
ARCHIVED Lord Ashcroft International Business School (until September 2018)Usage metrics
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