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Start spreading the news! Diffusion of mobile applications

Roos, Jonatan and Wergeni, Jens (2009) MIO920
Production Management
Abstract (Swedish)
What characterises diffusion of mobile applications? Is it
possible to find certain factors that to a great extent affect the
speed which an application is diffused? What implications do
technical and cognitive difficulties have on a user’s
distribution behaviour? How important is the social dimension
when spreading content to others?
.
Purpose: The purpose of the master thesis is to give guidelines on how
the rate of diffusion can be improved for mobile applications.
This implies to identify the drivers behind users’ decisions to
distribute and recommend applications or their reluctance
thereof.
Method: Group interviews and statistical data, regarding the spread of
the application Hanashi, are combined with theory to find a
... (More)
What characterises diffusion of mobile applications? Is it
possible to find certain factors that to a great extent affect the
speed which an application is diffused? What implications do
technical and cognitive difficulties have on a user’s
distribution behaviour? How important is the social dimension
when spreading content to others?
.
Purpose: The purpose of the master thesis is to give guidelines on how
the rate of diffusion can be improved for mobile applications.
This implies to identify the drivers behind users’ decisions to
distribute and recommend applications or their reluctance
thereof.
Method: Group interviews and statistical data, regarding the spread of
the application Hanashi, are combined with theory to find a
general model describing diffusion of mobile applications.
Conclusion: A general three-step model is developed; with a total of nine
factors affecting diffusion. Specific guidelines regarding the
application Hanashi are also formed. (Less)
Please use this url to cite or link to this publication:
author
Roos, Jonatan and Wergeni, Jens
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Mobile application, diffusion, instant messaging, viral marketing, word-of-mouth, consumer behaviour, market maven
other publication id
09/5317
language
Swedish
id
1978455
date added to LUP
2011-06-16 16:14:23
date last changed
2011-06-20 12:28:59
@misc{1978455,
  abstract     = {What characterises diffusion of mobile applications? Is it
possible to find certain factors that to a great extent affect the
speed which an application is diffused? What implications do
technical and cognitive difficulties have on a user’s
distribution behaviour? How important is the social dimension
when spreading content to others?
.
Purpose: The purpose of the master thesis is to give guidelines on how
the rate of diffusion can be improved for mobile applications.
This implies to identify the drivers behind users’ decisions to
distribute and recommend applications or their reluctance
thereof.
Method: Group interviews and statistical data, regarding the spread of
the application Hanashi, are combined with theory to find a
general model describing diffusion of mobile applications.
Conclusion: A general three-step model is developed; with a total of nine
factors affecting diffusion. Specific guidelines regarding the
application Hanashi are also formed.},
  author       = {Roos, Jonatan and Wergeni, Jens},
  keyword      = {Mobile application,diffusion,instant messaging,viral
marketing,word-of-mouth,consumer behaviour,market
maven},
  language     = {swe},
  note         = {Student Paper},
  title        = {Start spreading the news! Diffusion of mobile applications},
  year         = {2009},
}