IDEAS home Printed from https://ideas.repec.org/p/zbw/itsb18/190422.html
   My bibliography  Save this paper

Understanding the different pre and post peak adoption drivers in the process of Mobile Social Networking diffusion

Author

Listed:
  • Giovannetti, Emanuele
  • Hamoudia, Mohsen

Abstract

The mobile provision of social networking services including integrated voice, pictures and music over IP lead to the success of companies such as Snapchat, Skype WhatsApp, Twitter or Spotify.. Understanding the rapid international diffusion of these companies' mobile integrated services, resulting from the interplay of consumers' needs and companies' appropriate marketing mixes is of clear managerial relevance, due to the profits and market value implications of the number of customers reached, while being of great research interest, given the complex role played by the different drivers affecting users' adoption decisions for these mobile social networking services. Given the interactive nature of social networking and the ensuing relevance of users' generated content, a member's utility from joining a social networking platform increases with the number of users, so that higher penetration levels increase the utility of new adopters and the expected utility of the potential ones, through direct network externalities (Katz & Shapiro, 1985, 1986). As technological change is constantly transforming and increasing the capabilities of smartphones, allowing mobile Internet access for sharing and transmitting videos, pictures music and voice, and because of the increasingly fast mobile access networks, Mobile Social Networking adoption choices are also affected by indirect network externalities due to the diffusion of smartphones, the complementary commodities required for the adoption of MSN services identified as a key driver for the adoption of mobile applications. Other likely predictors for the adoption decisions are likely to be linked to the effective prices of using mobile phones, a crucial driver for adoption of multimedia mobile services and the time spent on using them.

Suggested Citation

  • Giovannetti, Emanuele & Hamoudia, Mohsen, 2018. "Understanding the different pre and post peak adoption drivers in the process of Mobile Social Networking diffusion," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190422, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsb18:190422
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/190422/1/G3_3_Giovannetti-and-Hamoudia.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Briglauer, Wolfgang & Gugler, Klaus, 2013. "The deployment and penetration of high-speed fiber networks and services: Why are EU member states lagging behind?," Telecommunications Policy, Elsevier, vol. 37(10), pages 819-835.
    2. Islam, Towhidul & Meade, Nigel, 2012. "The impact of competition, and economic globalization on the multinational diffusion of 3G mobile phones," Technological Forecasting and Social Change, Elsevier, vol. 79(5), pages 843-850.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Briglauer, Wolfgang & Gugler, Klaus & Haxhimusa, Adhurim, 2016. "Facility- and service-based competition and investment in fixed broadband networks: Lessons from a decade of access regulations in the European Union member states," Telecommunications Policy, Elsevier, vol. 40(8), pages 729-742.
    2. Simplice A. Asongu & John C. Anyanwu & Vanessa S. Tchamyou, 2019. "Technology-driven information sharing and conditional financial development in Africa," Information Technology for Development, Taylor & Francis Journals, vol. 25(4), pages 630-659, October.
    3. Bera, Subhasis, 2019. "Club convergence and drivers of digitalization across Indian states," Telecommunications Policy, Elsevier, vol. 43(8), pages 1-1.
    4. Simplice A. Asongu, 2023. "Mobile Phone Innovation and Doing Business in Sub-Saharan Africa," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 9(2), pages 238-269, July.
    5. Swinerd, Chris & McNaught, Ken R., 2015. "Comparing a simulation model with various analytic models of the international diffusion of consumer technology," Technological Forecasting and Social Change, Elsevier, vol. 100(C), pages 330-343.
    6. Asongu, Simplice A. & Le Roux, Sara, 2017. "Enhancing ICT for inclusive human development in Sub-Saharan Africa," Technological Forecasting and Social Change, Elsevier, vol. 118(C), pages 44-54.
    7. Asongu, Simplice A. & Nwachukwu, Jacinta C., 2018. "Educational quality thresholds in the diffusion of knowledge with mobile phones for inclusive human development in sub-Saharan Africa," Technological Forecasting and Social Change, Elsevier, vol. 129(C), pages 164-172.
    8. Islam, Towhidul & Meade, Nigel, 2015. "Firm level innovation diffusion of 3G mobile connections in international context," International Journal of Forecasting, Elsevier, vol. 31(4), pages 1138-1152.
    9. Asongu, Simplice A. & Nwachukwu, Jacinta C., 2016. "The role of governance in mobile phones for inclusive human development in Sub-Saharan Africa," Technovation, Elsevier, vol. 55, pages 1-13.
    10. Asongu, Simplice A. & Nwachukwu, Jacinta C. & Orim, Stella-Maris I., 2018. "Mobile phones, institutional quality and entrepreneurship in Sub-Saharan Africa," Technological Forecasting and Social Change, Elsevier, vol. 131(C), pages 183-203.
    11. Efobi, Uchenna & Tanankem, Belmondo & Asongu, Simplice, 2016. "Technological Advancement and the Evolving Gender Identities: A Focus on the Level of Female Economic Participation in Sub-Saharan Africa," MPRA Paper 77306, University Library of Munich, Germany.
    12. Matteucci, Nicola, 2021. "Procuring NGA infrastructure: The performance of EMAT auctions in Italy," Telecommunications Policy, Elsevier, vol. 45(1).
    13. Fourberg, Niklas & Korff, Alex, 2020. "Fiber vs. vectoring: Limiting technology choices in broadband expansion," Telecommunications Policy, Elsevier, vol. 44(8).
    14. Asongu, Simplice, 2017. "Mobile Phone Innovation and Technology-driven Exports in Sub-Saharan Africa," MPRA Paper 84040, University Library of Munich, Germany, revised May 2017.
    15. Bertschek, Irene & Briglauer, Wolfgang & Hüschelrath, Kai & Krämer, Jan & Frübing, Stefan & Kesler, Reinhold & Saam, Marianne, 2016. "Metastudie zum Fachdialog Ordnungsrahmen für die Digitale Wirtschaft: Im Auftrag des Bundesministeriums für Wirtschaft und Energie (BMWi)," ZEW Expertises, ZEW - Leibniz Centre for European Economic Research, number 147040.
    16. Nicola Matteucci, 2014. "L?investimento nelle reti NGA a larga banda: la "questione settentrionale"," ECONOMIA E POLITICA INDUSTRIALE, FrancoAngeli Editore, vol. 2014(4), pages 129-158.
    17. Briglauer, Wolfgang & Cambini, Carlo & Grajek, Michał, 2018. "Speeding up the internet: Regulation and investment in the European fiber optic infrastructure," International Journal of Industrial Organization, Elsevier, vol. 61(C), pages 613-652.
    18. Briglauer Wolfgang & Frübing Stefan & Vogelsang Ingo, 2014. "The Impact of Alternative Public Policies on the Deployment of New Communications Infrastructure – A Survey," Review of Network Economics, De Gruyter, vol. 13(3), pages 227-270, September.
    19. Briglauer, Wolfgang & Holzleitner, Christian & Vogelsang, Ingo, 2016. "The need for more efficient public funding of new communications infrastructure in EU member states," Information Economics and Policy, Elsevier, vol. 36(C), pages 26-35.
    20. Asimakopoulos, Grigorios & Whalley, Jason, 2017. "Market leadership, technological progress and relative performance in the mobile telecommunications industry," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 57-67.

    More about this item

    Keywords

    Mobile Social Networking; Diffusion; Early & Late Adopters; Indirect Network Externalities; Penetration Pricing; Interaction Models;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:itsb18:190422. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: http://www.itsworld.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.