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The interplay of social interaction, individual characteristics and external influence in diffusion of innovation processes: An empirical test in medical settings

Zappa, Paola; Mariani, Paolo; (2011) The interplay of social interaction, individual characteristics and external influence in diffusion of innovation processes: An empirical test in medical settings. In: Cronin, B and Christopoulos, D, (eds.) Procedia - Social and Behavioral Sciences. (pp. pp. 140-147). Elsevier Green open access

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Abstract

This paper explores mechanisms and drivers of social learning in adoption of uncertain innovations. To this purpose, we use an original dataset of about 900 hospital physicians, involved in prescribing a new drug. Then, we specify an ERG or p* model in order to verify the tendency to exploit different formal and informal relationships with colleagues, providing information or opinions on the new product. We moreover control for the effect of alternative sources of information, i.e. marketing pressure, and antecedents of innovation, i.e. heterogeneity in individual attitude toward new products, on the probability of sending ties.

Type: Proceedings paper
Title: The interplay of social interaction, individual characteristics and external influence in diffusion of innovation processes: An empirical test in medical settings
Event: 4th and 5th UK Social Networks Conferences
Location: ENGLAND, Univ Greenwich, London
Dates: Jul 2008 - Jul 2009
Open access status: An open access version is available from UCL Discovery
DOI: 10.1016/j.sbspro.2011.01.017
Publisher version: https://doi.org/10.1016/j.sbspro.2011.01.017
Language: English
Additional information: © 2010 Published by Elsevier Ltd. Open access under CC BY-NC-ND license.
Keywords: Diffusion of innovation; social learning; medical settings; social networks; ERG or p* models
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
URI: https://discovery.ucl.ac.uk/id/eprint/10199795
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