Günter Hofbauer

(Technische Hochschule Ingolstadt, University of Applied Sciences, D-85049 Ingolstadt, Germany)

 

 

Abstract: The diffusion of innovations is a dynamic process within a social system. This process is driven by communication: company’s communication such as advertising as well as individual (e.g., word-of-mouth) communication within the social system (market, segment, target group). It is a matter of fact, that social communication has a higher impact on the buying decision of potential customers as mass communication media. As members of different social systems we all are part of social and behavioral dynamics every day. These dynamics are determined by complex structures and interactive processes. By these means the structures are powered by networks and the processes are powered by communication. In terms of marketing every company should be keen on knowing the structures and communication processes. Specific communicators are responsible for spreading the information and others are responsible for giving trust in an adoption decision for an innovation. In order to identify these key-communicators, we examine social systems and networks to gain advantage for value-oriented marketing and subsequently for the diffusion of modern technology. The main purpose of this paper is to show the possibility for marketing researchers and marketing managers as well to display, analyze and manage successfully the diffusion of innovations.

 

 

Key words: innovation; adopters; social system; communication

 

JEL codes: M31, O41