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Analyzing the Coevolution of Mobile Application Diffusion and Social Network: A Multi-Agent Model.

Zhenyu Zhang1, Huirong Zhang2, Lixin Zhou3

  • 1School of Automation, Nanjing University of Science and Technology, Nanjing 210094, China.

Entropy (Basel, Switzerland)
|April 30, 2021
PubMed
Summary

Understanding mobile application diffusion and social network coevolution is key for business success. Factors like perceived value, cost, marketing, and user base significantly impact diffusion rates and network dynamics.

Keywords:
coevolutioninnovation diffusionmobile applicationmulti-agentsocial network

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Area of Science:

  • Social Network Analysis
  • Information Systems
  • Diffusion of Innovations

Background:

  • Mobile applications are crucial for enterprise image, reputation, market share, and profit.
  • Studying mobile application diffusion and social network coevolution is vital for business success.

Purpose of the Study:

  • To design a social network evolution mechanism for mobile application users.
  • To construct a multi-agent model for the coevolution of social networks and mobile application diffusion.
  • To analyze the impact of key factors on this coevolutionary process.

Main Methods:

  • Designed a social network evolution mechanism incorporating real-life dynamic network changes.
  • Developed a multi-agent model to simulate the coevolution of social networks and mobile application diffusion.
  • Analyzed the influence of perceived value, usage cost, marketing investment, and seed users.

Main Results:

  • Network structure, perceived value, usage cost, marketing promotion, and seed user count significantly impact mobile application diffusion.
  • These factors play a crucial role in the coevolutionary dynamics between social networks and app diffusion.

Conclusions:

  • The study provides insights into the complex interplay between user behavior, social networks, and mobile application adoption.
  • Understanding these dynamics is essential for strategizing successful mobile application launches and growth.