Effects of social networks on innovation diffusion and market dynamics

The main goal of this thesis is to incorporate part of the flourishing literature on network structures in a marketing context. Most of the results we have obtained and presented generate several implications. First of all we hope that the reader, after going through these chapters is convinced that often networks do play a role, that they can explain different market dynamics and that studying networks can be used to develop marketing strategies. Most of the theoretical implications derive from the following metaphor: a new product that diffuses into a society of consumers is like an epidemic that spreads into a population of susceptible individuals. Inspired by this metaphor, we believe that marketing can gain useful insights studying, adjusting and adopting epidemic models. This is what we explicitly do in chapters 2, 3 and 4. We build different network structures of consumers with their preferences and their attributes and we study how the diffusion dynamics of different products vary. Although we believe that the diffusion of a new product might look like the spread of an epidemic, we are also aware that these two processes are not completely the same. A substantial part of the work presented here consists of adapting the epidemic models to a marketing framework that can include product characteristics, personal preferences and social influence