Innovation adoption: Broadcasting versus virality

Yujia Zhai, Ying Ding and Hezhao Zhang

Journal of the Association for Information Science & Technology, 2021, vol. 72, issue 4, 403-416

Abstract: Diffusion channels are critical to determining the adoption scale, which leads to the ultimate impact of an innovation. The aim of this study is to develop an integrative understanding of the impact of two diffusion channels (i.e., broadcasting vs. virality) on innovation adoption. Using citations of a series of classic algorithms and the time series of co‐authorship as the footprints of their diffusion trajectories, we propose a novel method to analyze the intertwining relationships between broadcasting and virality in the innovation diffusion process. Our findings show that broadcasting and virality have similar diffusion power, but play different roles across diffusion stages. Broadcasting is more powerful in the early stages but may be gradually caught up or even surpassed by virality in the later period. Meanwhile, diffusion speed in virality is significantly faster than broadcasting and members from virality channels tend to adopt the same innovation repetitively.

Date: 2021
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