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The theory of diffusion of innovations seeks to explain how, why, and at what rate new ideas and technologies spread. It involves a five-step process of awareness, interest, evaluation, trial, and adoption. Key elements that influence diffusion include the innovation itself, communication channels, time, and social systems. Adopters are categorized as innovators, early adopters, early majority, late majority, and laggards based on factors like risk tolerance, social status, and opinion leadership. Mass medi
- Author
- Chirag
- Language
- EN