The Global Rise of Social Media: A Study of how Social Networking Sites influence Diffusion of Innovation
Olotu, Osahon (2012) The Global Rise of Social Media: A Study of how Social Networking Sites influence Diffusion of Innovation. [Dissertation (University of Nottingham only)] (Unpublished)
This paper explores the diffusion of innovation and behaviour of adopters towards the growth of social networks while understanding the role of innovative firms. The process by which innovation diffuses from its invention point to its adopter or end users can be defined as Diffusion of innovation (Robertson, 1967). The rise or growth of digital media has brought about intense competition for competitive firms in their quest for audience revenues while harnessing the potential of the internet through incremental and radical innovations. The growing literature on the contribution of innovative firms and new product development makes it unblemished that evidence about consumer behaviour on social networking platform to product innovation is a perilous input.
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