Impact of the Interaction Network on the Dynamics of Word-of-Mouth with Information Seeking

Résumé 0

Word-of-Mouth refers to the dynamics of interpersonal communication occurring during the diffusion of innovations (novel practices, ideas or products). According to field studies, word-of-mouth is made of both information seeking and proactive communication: individuals first become aware of the existence of an innovation, then start actively seeking out for the expert knowledge required to evaluate the innovation; when they hold the expert knowledge, they might start promoting it pro-actively. Successful diffusion of innovation requires the individuals to hold both awareness and expert knowledge, so they can evaluate the innovation and use it properly. A computational model "USA/IPK" was recently proposed to study the role and impact of information seeking on the dynamics of word-of-mouth. We propose here an analysis of the impact of the network of interaction on the dynamics of this model. We compare the dynamics of the model over networks generated with different algorithms with the original dynamics. The results demonstrate the dynamics of the model are similar across tested networks, with the noticeable exception of the efficiency of the diffusion which varies between networks having similar densities and sizes.