Paper presented at the 20th Annual Conference of the American Society of Business and Behavioral Sciences, Feb. 21 -24, 2013, Las Vegas, NV. Published in the ASBBS Proceedings 2013, v. 20, p. 340 -350. http://asbbs.org/files/ASBBS2013V1/Index.htm
Tuesday, March 26, 2013
Innovations in Social Networking
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.