DIFFUSION THEORY BY GOGETTERS According to Rogers Everett
DIFFUSION THEORY BY GOGETTERS
According to Rogers Everett (1961), Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social (Rogers, 2003).
ELEMENTS OF DIFFUSION
ADOPTER CATEGORIES • • • Innovators - First to try the innovation, venturesome and interested in new ideas. Risk takers and often develop new ideas. Early Adopters – Opinion leaders. They are already aware of the need to change and so are very comfortable adopting new ideas. Early Majority – Do not adopt new ideas before the average person. They need to see evidence that the innovation works before they are willing to adopt it. Late Majority – Skeptical of change and only adopt an innovation after it has been tried by the majority. Laggards – Bound by tradition , very conservative, skeptical of change and are the hardest group to bring on board.
STAGES OF DIFFUSION • Knowledge: Lack information or knowledge about the innovation can lead to the individual not showing any interest. • Persuasion: Interest in the new innovation and always seeking to get details or information about the innovation. • Decision: Weighing the positive and negative of the innovation and makes a decision concerning it. • Implementation: Identifying the need of the innovation and collects more information about the usefulness of the innovation. • Confirmation: Individual finalizes their decision and continue to use the innovation with full potential.
APPLICATION IN ONLINE MARKETING • Innovator: Show the software on key software sites with relevant information and lead to potential sales with downloads. • Early Adopter: Case studies, Guides and FAQs. • Early Majority: Blogger outreach and provide links to social media pages, key facts and figures. • Late Majority: Comparisons, share press commentary, reviews, testimonials and third party review sites. • Laggards: Never mind!
REFERENCES • Folorunso, O. , Vincent, R. O. , Adekoya, A. F. and Ogunde, A. O. , (2009). Diffusion of Innovation on social networking sites among university students. International Journal of Computer Science and Security, 4(3), p. 362 -372. • N. Gizem KOÇAK, Seçil KAYA, Evrim EROL, The Macrotheme Review 2(3), spring 2013 • Constantinides, E. , 2009. Social media / Web 2. 0 as marketing parameter: an introduction. 8 th International congres marketing trends. Paris, France. • Rogers, E. M. , (1995). Diffusion of innovations. USA: New York, The Free Press
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