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Understanding Diffusion Behaviors Through Individual Characteristics

Abstract : Numerous diffusion models can be found in the literature. Although these models have been widely used to address several problems related to diffusion phenomena at the individual level, they do not faithfully represent the microscopic mechanisms that take place in the real transmission processes. Today, the apparition of new communication media allows model to go further by providing data on many real cases of diffusion. In particular, these new approaches have shown that several dimensions involved in diffusion phenomena are not present in current models. In our works, we focus on two original dimensions to address the diffusion problem: the personality and the neutrality of the spreader. Our aim is to understand the influence of these two dimensions regarding the diffusion behaviours. Our approach has been used to study diffusion of messages related to several events occurred in January 2015. The results obtained provide a new and interesting lighting on the heterogeneity of the diffusion behaviors in function of personality and neutrality levels. This work provides a methodology which may be useful in marketing strategies, for instance the analysis of the features of individuals who talk about their touristic trips in Caribbean. Such an approach may also be useful to understand diffusion and exchange behaviors in the Caribbean basin. From an economic point of view, such an approach could be used for understanding the expectations, targeting individuals and proposing tailored offers.
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Contributor : Erick Stattner <>
Submitted on : Tuesday, April 25, 2017 - 10:47:52 PM
Last modification on : Wednesday, July 18, 2018 - 8:11:27 PM


  • HAL Id : hal-01514262, version 1



Didier Henry, Erick Stattner. Understanding Diffusion Behaviors Through Individual Characteristics. Caribbean Academy of Sciences (CAS), Nov 2016, Deshaies, France. pp. 1-1. ⟨hal-01514262⟩



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