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Social networks are becoming one of the main ways to disseminate information. Computer mediated communication allows the constitution of dense and complex networks of social actors which emerge as strategic resources to launching new products process. This paper aims to investigate interfaces between consumer participation in virtual social networks and their propensity to adopt innovative products. The work is based on theoretical framework of social network and consumer behavior. We found few articles relating these themes, and we consider the approach of this research a differential. The research is quantitative exploratory, data was collected via structured questionnaire. Sample is non-probabilistic, consisting of 127 undergrad students on Management of a federal university at Minas Gerais state. We do not intend to generalize our findings. However, this research is a pioneer way of relating social network and innovative consumer behavior, serving as the basis for upcoming studies

Web based innovation; Social Networks; Innovation; Consumer Behavior