African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4188

Full Length Research Paper

Analysis of social network sites diffusion in Mongolia

Tian-Syung Lan1*, Chun-Hsiung Lan2 and Oyuntuya Tserendondog3
  1Department of Information Management, Yu Da University, Miaoli County, 361 Taiwan, R.O.C. 2Department of Business Administration, Hsing Wu Institute of Technology, New Taipei City, 244 Taiwan, R.O.C. 3Department of Business Administration, Nanhua University, Chiayi County, 62248 Taiwan, R.O.C.
Email: [email protected]

  •  Accepted: 25 July 2011
  •  Published: 07 October 2011



This paper is proposed to examine the diffusion of social network sites in Mongolia, as well as to understand diffusion pattern at aggregate level. The historical data on the number of monthly subscribers were obtained from two newly launched Mongolian social network sites, and Additionally, the Bass diffusion model was employed as a forecasting technique following nonlinear least square (NLS) approach, and model parameters were estimated using LINGO 9.0 optimization software. It is found that the social network sites diffusion followed traditional S-shaped curve. The results supported for application of Bass model in forecasting diffusion of social network sites in Mongolia. It showed that, the social networking market consisted mainly of imitators. Particularly, social network sites in Mongolia were noted to approximately reach maturity.


Keywords: Social network sites, diffusion of innovation, bass model.