Influencing Product Adoption Through Social Networks
Anneke Zwart, Student (University), Netherlands, Moderator
Comprehending product adoption behavior is important for companies because it helps them to understand and be able to influence consumers' decisions.
As a means of influencing buying behavior, advertising has becomes less efficient than in the past. As a result companies try new ways to affect consumer behavior.
An increasingly important way to influence consumer behavior is through social networks. The popularity of such networks has increased tremendously since the last decade.
In what ways is consumer behavior influenced by the social environment?
1. Information: Naturally, the social environment can provide others with information about specific products. Social networks offer TRUST and REDUCE UNCERTAINTY about the validity of information.
Besides this, sociology and network theory provide two more ...