What is Diffusion of Innovations Theory?
Combined effects of interpersonal and mass media messages on the diffusion and adoption of new ideas in a social system.
So, what does that mean? Basically, diffusion of innovations theory explains how mass media and interpersonal communication affect how a new innovation is accepted and used in society.
IMPORTANT TERMS
- Diffusion : The process in which a new idea, opinion, or product is talked about in social media or groups of people over time in society.
- Innovation : A new idea, product, method, or opinion.
- Critical Mass : This is when at least 15% - 20% of the population has accepted and adopted the new innovation. The innovation is now rapidly growing in acceptance by others.
Process of Diffusion of Innovations
- Talk is how the innovation is being communicated through people and the media.
- Opinion leaders are the individuals who introduce the new innovation to society to help it reach critical mass. This could be someone who has a following on a social media platform and influence many by what they post.
2. Opinion Talk : An individual shares their opinion of the new innovation to other people - "Wow I absolutely love this flavor of BANG energy drink!"
3. Practice Talk : An opinion leader shares their personal experiences with others about how the new innovation works - "Look at how much energy I have, all because of BANG energy drink."
4. Advocacy Talk : An individual intentionally persuading others on why they must have the new innovation - "You have to start drinking BANG energy drinks, they are so much healthier than others and no sugar - induced crash!"
Diffusion of BANG Energy Drink
Bang energy drink has become insanely popular over the last year and has recently been named America's top growing energy drink. The innovators, VPX Sports Corporation, saw the need and desire from consumers for a healthier, guiltless energy drink with no sugar induced crash and created just that.
The way VPX Sports introduced their new drink to society and how they made the new energy drink easily accepted is the sole reason why it is now America's top growing energy drink.
Process of Diffusion of Bang Energy Drink
- VPX Sports paid social media influencers to post about Bang energy drink on their feed.
- In each post the influencer goes through each stage of talk to help the new energy drink gain popularity in society (critical mass).
- The influencer is making their followers aware of the new energy drink, how they feel about the new drink, why the new drink works for them, and that their followers should go try it out.
- In this example, the social media influencer would be considered the opinion leader - the individual introducing the new product to society.
Reasons People Adopted Bang Energy Drink
- Relative Advantage : The product will give people energy like other energy drinks but outperforms others because it has zero calories, sugar, and carbs. It also doesn't give people a crash afterwards like energy drinks in the past.
- Compatibility : The product is consistent with many individuals need for energy and also values of wanting a healthier lifestyle.
- Complexity : The product can very easily be bought in most stores, not hard to obtain at all.
- Trialability : The product is sold in different sizes of packages, from single cans to twelve packs. Can very easily purchase one can at first before buying bigger packages.
- Observability : Consumers can easily see the product being used by social media influencers on their feed.
Usefulness of Diffusion of Innovations Theory
- Entrepreneurs can use this theory to help them find success in their new product, business, or idea. Instead of trying to advertise on their own, an opinion leader could really help their new innovation gain popularity.
- Entrepreneurs can learn the importance of the values and needs of consumers in order to understand exactly how to make their new innovation easily adaptable.
- Entrepreneurs can better understand what the old product lacks and what qualities are needed to make their innovation diffuse faster. The entrepreneurs could do this by making their innovation observably better than their competition.
