Analysis of Social Apps diffusion on network platforms: an Agent-based model approach

Abstract

As competition in application service market grows fierce, services connected to social network platform(Social Apps) are beginning to receive highlighted attention. Those new type of services, defined as Social Apps in this study, differ from existing application services in terms of diffusion in three aspects: interaction among users, heterogeneity of users and effect of network characteristics in platform. Among three characteristics of Social App diffusion, this study focuses on interaction level and network characteristics of service platform. To fully explore their effect in diffusion of Social App, a simulation tool called Agent-based modeling(ABM) is employed. As a simulation tool to observe emergent phenomenon by describing simple rules of agent behavior, ABM fits the examination of Social App diffusion. Applying ABM, this research aims to achieve two goals. First, diffusion rate of Social App and non-Social App is compared. Second, effects of network characteristics in diffusion of Social Apps with different interaction level are examined. The present study is the first academic research to address the new type of application service, Social Apps. Contribution of this study lies in suggesting the definition of Social Apps and in exploring diffusion of Social Apps in application of ABM. Furthermore, the research results are expected to help developers and managers in marketing strategy for new Social App services.