Diffusion of innovations revisited: from social network to innovation network.

ABSTRACTThe spreading of innovations among individuals and organizations in a social network has been extensively studied. Although the recent studies among the social computing and data mining communities have produced various insightful conclusions about the diffusion process of innovations by focusing on the properties and evolution of social network structures, less attention has been paid to the interrelationships among the multiple innovations being diffused, such as the competitive and collaborative relationships between innovations. In this paper, we take a formal quantitative approach to address how different pieces of innovations socialize with each other and how the interrelationships among innovations affect users' adoption behavior, which provides a novel perspective of understanding the diffusion of innovations. Networks of innovations are constructed by mining large scale text collections in an unsupervised fashion. We are particularly interested in the following questions: what are the meaningful metrics on the network of innovations? What effects do these metrics exert on the diffusion of innovations? Do these effects vary among users with different adoption preferences or communication styles? While existing studies primarily address social influence, we provide a detailed discussion of how innovations interrelate and influence the diffusion process.