One of the projects that I’m involved these days is agent-based modeling (ABM) of difufsion of innovation.  ABM is a new area to me. Diffusion of Innovation as well, although having heard of it and read several pieces about it superficially, is relatively new to me.

Our project is based on Valente ’s network diffusion model (1995), which not only became one of the recent classics of diffusion study but also is UNDERSTANDABLE from non-economist or  non-mathematicia background.  I have very supportive and credible captain and crew in this project, Frank, my beloved professor, and  Ben, the computer genius. Myself? Hmmm, I’m just an endlessly desperate learner. The project is a small one, which will turn into a book chapter. Small project, but not trivial at all. Actually, this project is the hardest one I’ve ever participated so far…

The parts requiring computer programming skills and mathematical knowledge are way beyond my understanding so far. However, finding and reading the recent network-based diffusion studies, mostly dealiing with the effects of interpersonal networks and opinion leaders, are quite interesting. It is a relatively new field of knowledge to me, even though the issue of diffusion and opinion leaders have been a classical topic in communication area.   

For a few days, I’m reading about how opinion leaders are operationalized from the netrwork perspective. Measurement is not very radical, something like, just counting the frequencies of peer nomination as an information couselor. However, the underlying theoretical ambiguousness on “what is an opinion leader?” is an interesting question. It has been inquired for decades, nonetheless, the clarity seems not achieved yet.

One ambiguity that I find from the readings is the distinction between opinion leaders and initiators (or early adopters). Some delinieate the diffferences between influentials and adoption times as two related but separate variables. However, some other studies seem to be based on the conceptualization that equalizes the two.  Right now, i’m thinking about how to model the impacts of both leadership and adoption time, not interchaning the terms, in our project (sounds very grand!)

http://www.burson-marsteller.com/INNOVATION_AND_INSIGHTS/E-FLUENTIALS/Pages/default.aspx

This website is not something showing the “grand” speculation about modelling interpersonal influence. It is rather a soft report about opinion leadership online.  Thought interesting, though. It introduces a memorable word “e-fluentials”. Well, reading the main body of the article, you’ll find very easily that e-fluentials is a convenient extention of traditional stuides of opinion leadership in contemporary context.