Research Progress and Prospect of Product Diffusion Under Social Network

Social networks provide a new perspective for studying product diffusion from an individual level. Through literature review, we first introduce the traditional product diffusion mechanism. Then, from the aspects of social influence and consumer adoption decision rules, this paper summarizes the research progress of product diffusion under social networks, including the impact of network topology, the impact of hub points, the influence of strong and weak relationships, and the method of describing adoption decision rules. Finally, it is pointed out that it can be deeply studied from the real consumer social network, multi-product diffusion, repeated purchase behavior and marketing strategy.