Resumo
No modelo computacional desenvolvido neste artigo, estuda-se a dinâmica de propagação de informações ou inovações, visando identificar como ideias, tecnologias ou produtos se difundem entre indivíduos dentro de uma rede social. Os resultados do modelo sugerem grande dependência da propagação de tecnologias às condições iniciais da população, refletidas pela distribuição da propensão inicial dos indivíduos em aceitarem uma nova ideia ou um novo produto. Quando há aversão da população à inovação, esforços devem ser focados em formadores de opinião, que induzirão outras pessoas a romperem barreiras para a adoção da ideia ou produto. Adicionalmente, devem ser privilegiadas estratégias de divulgação que façam as pessoas atribuírem peso maior, no seu processo decisório, a determinados estímulos que recebem. Neste contexto, o fato de um produto ou ideia estar na moda afeta a velocidade da propagação. Programas de marketing, descontos especiais e aumento do número de conexões na rede social também são estratégias relevantes.Referências
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