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The spread of M-Pesa in Kenya illustrates the dual mechanisms of viral contagion and social reinforcement in the diffusion of innovation. While initial awareness spread rapidly through social networks, trust and community connections were crucial for overcoming the risks associated with adopting the mobile money service. Ultimately, the combination of weak ties for information dissemination and strong ties for building trust facilitated widespread adoption of M-Pesa.

Author

jdvedaliya1417

Language

EN