3. New service diffusion in social networks
This section covers the diffusion of innovation in the social network described above. A typical computational experiment model for describing individual adoption and tying them to aggregate diffusion level is agent-based model. This model describes that the market consists of individuals and each adopts according to the combination of internal and external influences. For example, Shaikh et al. (2006) showed how the adoption of innovation by individuals can be aggregated to create the Bass model by Bass (1969). Also, Rahmandad and Streman (2008) and Fibich et al. (2009) investigated the relationship between agent-based models and the Bass models.