Diffusion of innovation and social networks
September 4, 2016 By Ramkumar Yaragarla
ABSTRACT:
The diffusion of innovation has been very important concept over the decades not just for product marketers but also in the field of new product development, R&D and understanding social networks.
The statement, “If you want to increase the adoption rate or the public response to a new idea or innovation, it is better that individuals move away from weaker and easy to form ties and relationships” intrigued me. I wanted to explore why ? and so this article.
The scientific definition for diffusion is the process by which “molecules intermingle as a result of their kinetic energy and random motion”.
The word ‘diffusion’ is used more in conjunction with “Molecular Diffusion” but here we are talking about diffusion of a different order. It is the “Diffusion of Innovation”. This theory was first popularized by sociologist Everett M Rogers.
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