[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-139784-105":3,"detail-sidebar-cat-0-en-105":81,"doc-detail-139784-en":130},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":74,"head_meta":76,"extra_data":78,"updated_unix":80},105,"en","embedding-economic-incentives-in-social-networks-shape-the-diffusion-of-digital-technological-innovation","Embedding Economic Incentives in Social Networks Shape the Diffusion of Digital Technological Innovation","","The digital innovation accompanied by explicit economic incentives has reshaped the innovation diffusion process. Using NFTs as a representative case, the study examines how economic motivations interact with diffusion dynamics and social constraints on Twitter (X). Based on a dataset of NFT-related tweets, it analyzes retweeter motivations, the information mechanisms behind emojis, and network-based diffusion patterns. Retweeting is driven by Freemint and trading information, with stronger incentives as a key motive, and content presentation further increases retweet growth.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/research-report/","Research & Report",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/document/embedding-economic-incentives-in-social-networks-shape-the-diffusion-of-digital-technological-innovation/139784/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/embedding-economic-incentives-in-social-networks-shape-the-diffusion-of-digital-technological-innovation/139784.png","ImageObject",300,407,{"name":42,"@type":43},"Rizky","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-09-20","2026-08-24",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",7,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"Why do economic incentives change innovation diffusion in digital networks?","Question",{"text":63,"@type":64},"Economic behavior embedded in social networks changes how innovations spread by shaping motivations and influencing network effects during diffusion.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"How does the study investigate NFT diffusion on Twitter (X)?",{"text":68,"@type":64},"It collects and analyzes NFT-related tweet datasets, combining network analysis with text mining to identify diffusion dynamics and popular topics.",{"name":70,"@type":61,"acceptedAnswer":71},"What mechanisms primarily drive NFT-related retweeting?",{"text":72,"@type":64},"Retweeting is fueled by Freemint and trading information, with higher economic incentives as a major motivation; the study also highlights a ringed-layered information mechanism and the positive role of emojis and content frequency.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},139784,1787562375,{"code":4,"msg":82,"data":83},"success",[84,88,92,96,101,106,110,114,119,122,126],{"id":22,"doc_module":4,"doc_module_name":25,"category_name":85,"show_sort_weight":86,"slug":87},"Story & Novel",90,"story-novel",{"id":26,"doc_module":4,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Literature",80,"literature",{"id":33,"doc_module":4,"doc_module_name":25,"category_name":93,"show_sort_weight":94,"slug":95},"Exam",70,"exam",{"id":97,"doc_module":4,"doc_module_name":25,"category_name":98,"show_sort_weight":99,"slug":100},5,"Comic",60,"comic",{"id":102,"doc_module":4,"doc_module_name":25,"category_name":103,"show_sort_weight":104,"slug":105},6,"Technology",50,"technology",{"id":55,"doc_module":4,"doc_module_name":25,"category_name":107,"show_sort_weight":108,"slug":109},"Healthcare",40,"healthcare",{"id":111,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":112,"slug":113},8,30,"research-report",{"id":115,"doc_module":4,"doc_module_name":25,"category_name":116,"show_sort_weight":117,"slug":118},9,"Religion & Spirituality",20,"religion-spirituality",{"id":117,"doc_module":4,"doc_module_name":25,"category_name":120,"show_sort_weight":117,"slug":121},"World Cup","world-cup",{"id":123,"doc_module":4,"doc_module_name":25,"category_name":124,"show_sort_weight":123,"slug":125},10,"Lifestyle","lifestyle",{"id":127,"doc_module":4,"doc_module_name":25,"category_name":128,"show_sort_weight":97,"slug":129},19,"General","general",{"code":4,"msg":82,"data":131},{"doc_id":79,"user_id":132,"nickname":42,"user_avatar":133,"doc_module":4,"category_id":111,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":117,"language":139,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":12,"update_tm":80,"read_time":104},962085564807,"https://ap-avatar.wpscdn.com/davatar_6f874abed73319feea01a86fa6f0fab8","Embedding Economic Incentives in Social Networks Shape the Diffusion of  \nDigital Technological Innovation  \nZhe LIa，Tian-fang ZHAOc，Hong-jun ZHUab,*  \naSchool ofJournalism and Communication, University ofChinese Academy ofSocial Sciences,  \nBeijing, China  \nbInstitute ofJournalism and Communication, Chinese Academy ofSocial Sciences, Beijing, China cSchool ofJournalism and Communication, Jinan University, Guangzhou, China  \nAbstract  \nThe digital innovation accompanied by explicit economic incentives have fundamentally changed the process of innovation diffusion. As a representative of digital innovation, NFTs provide a decentralized and secure way to authenticate and trade digital assets, offering the potential for new revenue streams in the digital space. However, current researches about NFTs mainly focus on their transaction networks and community culture, leaving the interplay among diffusion dynamics, economic dynamics, and social constraints on Twitter. By collecting and analyzing NFTs-related tweet dataset, the motivations of retweeters, the information mechanisms behind emojis, and the networked-based diffusion dynamics is systematically investigated. Results indicate that Retweeting is fueled by Freemint and trading information, with the higher economic incentives as a major motivation and some potential organizational tendencies. The diffusion of NFT is primarily driven by a 'Ringed-layered' information mechanism involving individual promoters and speculators. Both the frequency and presentation of content contribute positively to the growth of the retweet network. This study contributes to the innovation diffusion theory with economic incentives embedded.  \nKeywords: Innovation diffusion, behavior embedded, digital economic, social network, NFTs  \n1. Introduction  \nIn the ongoing landscape of digitalization, diffusion process plays a crucial role in determining the contribution of digital innovation to economic growth and social welfare (Fagerberg et al., 2005) . Social networks exert influence on the digital innovation through the extensive connectivity and network effects (Van Dijck, J., 2013) . The integration of economic behavior into social networks highlights how network structures impact the economic logic. Against this backdrop, the diffusion of digital innovation has become a focus for many researchers in communication, economics, marketing, and other fields. However, there is still few empirical evidence about how digital innovation diffuses through social networks and affects the embeddedness of economic behavior in this process.  \nAs a representative and popular digital innovation, Non-Fungible Tokens (NFTs) rely almost entirely on social networks for issuance and transactions, generating significant economic impact. Until June 25, 2023, approximately 8.61 billion NFTs have been issued on 14 blockchains, including Ethereum, Solana, and Polygon, with around 120 million cumulative addresses and a  \n1 Authors’ [addresses:](addresses: Zhe LI:lizhe1@ucass.edu.cn)[ Zhe LI:](addresses: Zhe LI:lizhe1@ucass.edu.cn)[lizhe1@ucass.edu.cn](addresses: Zhe LI:lizhe1@ucass.edu.cn); [Tian-fang ZHAO:](Tian-fang ZHAO:tfzhao@jnu.edu.cn)[tfzhao@jnu.edu.cn](Tian-fang ZHAO:tfzhao@jnu.edu.cn); Hongjun  \nZHU*: [zhuhongjun@ucass.edu.cn](zhuhongjun@ucass.edu.cn)  \ntotal of 21.13 billion transactions, creating a market value of approximately $ 12.582 billion (NFTSCAN,2023) . NFTs is an economic product of various digital technologies such as network science, blockchain, and artificial intelligence, whose global popularity presents a typical innovation diffusion trend involving economic incentives.  \nThis paper focuses on the overarching question of how economical digital innovations diffuse in social media platforms, and delves into the diffusion mechanism of NFTs on Twitter (renamed as X in 2023) . Leveraging an embedded perspective, the motivations of economic behavior are emphasized to provide a fully explanatory framework for","cbCaijuXL3WkjuqK","https://ap.wps.com/l/cbCaijuXL3WkjuqK","pdf",1290538,"English","# Introduction\n# Literature Review\n## Innovation Diffusion in Social Networks: Structure determines the information mechanism","[{\"question\":\"Why do economic incentives change innovation diffusion in digital networks?\",\"answer\":\"Economic behavior embedded in social networks changes how innovations spread by shaping motivations and influencing network effects during diffusion.\"},{\"question\":\"How does the study investigate NFT diffusion on Twitter (X)?\",\"answer\":\"It collects and analyzes NFT-related tweet datasets, combining network analysis with text mining to identify diffusion dynamics and popular topics.\"},{\"question\":\"What mechanisms primarily drive NFT-related retweeting?\",\"answer\":\"Retweeting is fueled by Freemint and trading information, with higher economic incentives as a major motivation; the study also highlights a ringed-layered information mechanism and the positive role of emojis and content frequency.\"}]","Embedding Economic Incentives in Social Networks Shape the Diffusion of Digital Technological Innovation | PDF"]