Exploring the Role of Interdisciplinary Communication Theories in Diffusion of Innovations: A Review

Yumna Zahran Ramadhan (), Muharman Lubis, Deden Witarsyah and Luthfi Ramadani
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Yumna Zahran Ramadhan: Telkom University
Muharman Lubis: Telkom University
Deden Witarsyah: Telkom University
Luthfi Ramadani: Telkom University

A chapter in Proceedings of the International Conference on Enterprise and Industrial Systems (ICOEINS 2023), 2023, pp 154-165 from Springer

Abstract: Abstract This article discusses various interdisciplinary communication theories and their application in understanding complex social phenomena. The Diffusion of Innovations theory is discussed in detail, including its model, factors that influence innovation diffusion, and the role of communication theory in its application. Additionally, the Brand Trust-building Model is explored from the perspective of Social Information Processing Theory, discussing the concepts of trust and online brand trust, as well as factors that influence them. The article also discusses the relationship between capabilities, aspirations, and digital literacy, examining their respective characteristics and how they are interrelated. Furthermore, the role of social cues in written communication is explored, along with factors that influence their use. The article concludes by discussing the application of previous research on diffusion of innovation in understanding complex social phenomena and the use of capabilities and aspirations as analytical tools, including their strengths and limitations. Overall, this article provides valuable insights into interdisciplinary communication theories and their practical applications in understanding social phenomena.

Keywords: diffusion of innovations; brand trust-building; social cues; capability and aspiration (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-340-5_14

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DOI: 10.2991/978-94-6463-340-5_14

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