GLOBAL DYNAMICS OF INNOVATION IN SOCIAL NETWORKING
Pelc,
Karol I.
Michigan
Technological University
The purpose of this
paper is to present a three dimensional model of innovation process applicable
for analysis of global dynamics of innovation in social networking. It refers
to known models of technological innovation based on two dimensions: (1) Performance
evolution in time, usually exponential in nature, e.g. Moore’s law for
microelectronic chips and (2) Innovation diffusion with rate expressed by
number of adopters vs. time e.g. due to imitation of early adopters or due to
public access to innovation sources. On basis of literature review and
available empirical data, a new third dimension called (3) Interactivity level
is proposed and defined in this paper. It is specific to innovations in social
networking. The interactivity level reflects amount of active knowledge and effective
use of social media/technologies. This dimension has not been systematically
studied yet. However some recent surveys of social media users demonstrate a
need and suggest feasibility of assessment of this dimension. By introducing
a scale of interactivity level,
expressed by mode and intensity of interactive contacts among users of
different social media, it is possible to improve evaluation of dynamics of
innovation in social networking. Comparative study of average interactivity
levels of users in different countries is proposed as an indicator of evolution
of social media in the global business environment. Theoretical basis for such
measurement is derived from communication studies on interactivity viewed as a
sociological phenomenon.
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