How the Innovation Diffusion Models from the Past can Help us to Explain Marketing in the New Media Era

Abstract

Even if the rhetoric of the Internet and the new digital media seems to have radically changed our technological environment, historical recurrences are relevant tools in order to analyze the future marketing. We propose a new multi-stage model able to bridge two different approaches, namely the adoption models à la Bass and the recent line of research concerning agentbased innovation diffusion models. Our technology allows us to find a closed form equation for awareness and adoption, taking into account heterogeneous population.