Studies regarding the dynamics of complex social networks concentrate on the evolution of the network, as well as on the social processes that are taking place through interpersonal relations and communication. This research is dedicated to explaining how one such process, namely the diffusion of innovations, occurs in large and evolving social networks. The spread of innovations is often a contagious process - one's decision to adopt the given innovation depends on the behavior and opinions of the immediate others.

In our analysis we use the networks of relations among over 6 million users of Gadu-Gadu and over 1 million users of Grono.net - the most popular instant messenger and social networking website in Poland. Both Grono and Gadu-Gadu periodically implement new features such as voice calling or discussion groups into their own services, which we categorize as innovations, and then explain the diffusion of their usage. The anonymized whole network data were provided by the owners of Gadu-Gadu and Grono.net.

Using event history analysis we investigate the mechanisms responsible for adoption of the innovation on the local level - personal network properties and personal network exposure (i.e. the degree an individual is exposed to an innovation through his/her personal network). Here we compare relational (cohesion) and structural (structural equivalence) network diffusion models. Additionally we investigate how different global properties of networks (i.e. short paths, scale free degree distribution) can affect the diffusion process.

Keywords: diffusion of innovations; social networks; online networks; personal networks; network exposure; cohesion; structural equivalence; event history analysis.

• Legal notice:
  

  Copyright (c) Pielaszek Research, all rights reserved.
  The above materials, including auxiliary resources, are subject to Publisher's copyright and the Author(s) intellectual rights. Without limiting Author(s) rights under respective Copyright Transfer Agreement, no part of the above documents may be reproduced without the express written permission of Pielaszek Research, the Publisher. Express permission from the Author(s) is required to use the above materials for academic purposes, such as lectures or scientific presentations.
  In every case, proper references including Author(s) name(s) and URL of this webpage: https://science24.com/paper/12726 must be provided.