Even if the rhetoric of the Internet and the new digital media seems to have radically changed our technological environment, historical recurrences are relevant tools in order to analyze the future marketing. We propose a new multi-stage model able to bridge two different approaches, namely the adoption models a la Bass and the recent line of research concerning agent-based innovation diffusion models. Our technology allows us to find a closed form equation for awareness and adoption, taking into account heterogeneous population.

How the innovation diffusion models from the past can help us to explain marketing in the new media era

COLAPINTO, Cinzia;SARTORI, ELENA;TOLOTTI, Marco
2016

Abstract

Even if the rhetoric of the Internet and the new digital media seems to have radically changed our technological environment, historical recurrences are relevant tools in order to analyze the future marketing. We propose a new multi-stage model able to bridge two different approaches, namely the adoption models a la Bass and the recent line of research concerning agent-based innovation diffusion models. Our technology allows us to find a closed form equation for awareness and adoption, taking into account heterogeneous population.
Looking forward, looking back: drawing on the past to shape the future of marketing
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10278/3664751
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