Diffusion of Innovations

Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

Abstract

Diffusion of innovations is fundamentally a communication theory whose main concern is to persuade people to adopt a new practice or product. The logic of persuasion embedded in this diffusion theory can be utilized in different communication settings including those in sport marketing and management. This theoretical approach identifies four distinctive components of diffusion: innovation, communication channels, time, and a social system. The innovation that has relative advantages, compatibility, less complexity, trialability, and observability tends to be adopted more rapidly by the target audiences. The innovation-decision process entails five steps: knowledge, persuasion, decision, implementation, and confirmation. this theory categorizes different groups of people who steadily embrace new ideas: innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%) and laggards (16%). The theoretical concepts in the diffusion of innovations assist sport marketers and policymakers in formulating persuasive sport development campaigns.
Original languageEnglish
Title of host publicationEncyclopedia of Sport Management
EditorsPaul M. Pedersen
PublisherEdward Elgar
Pages137-138
ISBN (Electronic)9781800883284
ISBN (Print)9781800883277
DOIs
Publication statusPublished - 16 Dec 2021

Publication series

NameElgar Encyclopedias in Business and Management
PublisherEdward Elgar

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  • Semiotics

    Lee, J. W., 16 Dec 2021, Encyclopedia of Sport Management. Pedersen, P. M. (ed.). Edward Elgar, p. 421-422 (Elgar Encyclopedias in Business and Management).

    Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

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