Diffusion of innovation doi theory, developed by e. Role of opinion leadership in diffusion of agricultural innovation role of opinion leadership in diffusion or agricultural innovation is the dependent variable of this study. Opinion leaders play an important role within the twostep flow of communication model, where information is transferred from the mass media to the public in two steps. Ellsworth 2000 commented that rogers diffusion of innovations 1995 is an excellent general practitioners guide. Opinion leadership meaning definition characteristics. Everett rogers, a professor of communication studies, popularized the theory in his book diffusion of innovations. Key words asia, indonesia, opinion leaders, diffusion, innovations. Opinion leaders affect the diffusion process only when it reaches a. It also interested us to know that the roles of opinion leader are. This study of prosthodontists and their choice of opinion leaders draws data from both national and local samples of professionals to explain the use of nonprecious alloys as a gold. Does not foster a participatory approach to adoption of a public health program doesnt take into account an individuals resources or social support to adopt the new behaviour or. The end result of this diffusion is that people, as part of a. The central role accorded these opinion leaders in the diffusion of innovations is demonstrated by rogers generalization that change agent success is positively related to the extent that he or she works through opinion leaders 1982, p. Diffusion of innovation theory linkedin slideshare.
Rogers in 1962, is one of the oldest social science theories. In this study, i want to focus on the diffusion of innovation concerning fashion trends. Individual and cultural factors affecting diffusion of. The role of opinion leaders and change agents in diffusion of innovations knowledge management systems are effective when the innovations are pioneered by organizations. Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. Social networks, and perceived social support among alcoholics. Early adopters are often opinion leaders, serving as rolemodels for many other members of the social system. Diffusion of innovations offers three valuable insights into the process of social change. Epilogue 28 endnotes diffusion fnl guts spot 51502 12. In addition, few have attempted to use the lessons from diffusion research to accelerate the diffusion of innovations.
The communication is informal and interpersonal in nature which happens between those who are not associated with the commercial selling source directly. The roles of change agents and opinion leaders in the. Diffusion of innovation definition, rationale and adopter. The study of the diffusion of innovations in its presentday form can be traced from the theories and observations of gabriel tarde, a french sociologist and legal scholar rogers, 2003. Diffusion of innovation in health care california health. Social influence in the form of an opinion leader was key to the adoption decision. Opinion leadership and social contagion in new product. Popular opinion leader pol is a communitylevel hiv prevention intervention based on diffusion of innovationsocial influence principles in which a cadre of trusted, wellliked key opinion leaders are trained to endorse safer sexual behaviors in casual, oneonone conversations with peers. Opinion leaders with high sociality are the best ones for fast diffusion.
Role of opinion leadership in diffusion of agricultural innovation was calculated on the basis of 10 specific roles with 4 level of extent of activity. However, opinion leaders for one product category are likely to be opinion leaders for other, especially adjacent categories, as well 15. The role of opinion leadership could be seen in the following examples. Recent existing reseach evidence indicates a limited effect of opinion leaders on diffusion processes, yet these studies take into account merely the network position of opinion leaders without addressing their. Accelerating the diffusion of innovations using opinion. Rogers framework provide a standard classification scheme for describing the perceived attributes on innovations in universal terms rogers, 1995. Identification of effective opinion leaders in the diffusion. Effective opinion leaders vary by the types of social network and innovation.
They are instrumental in getting an innovation to the point of critical mass, and hence, in the successful diffusion of an innovation. Harkola, julia and arent greve, the role opinion leaders in the diffusion of a construction technology in a japanese firm. It is intended as a practical guide for changing the pace of adoption. Social network thresholds in the diffusion of innovations. The role of opinion leaders in the diffusion of new knowledge. Most of the past research has examined the diffusion of innovation with respect only to opinion leadership and adoptive behavior characteristics. The present model deviates from past diffusion models by 1 explicitly includ. Elements of the diffusion process diffusion of innovation the innovation the channels of communication the.
Prior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. Identification of effective opinion leaders in the. Annals of the american academy of political and social science, vol. Early adopters are referred to as influencers or opinion leaders and are regarded as role models within their social system. Diffusion of innovations seeks to explain how innovations are taken up in a population. An innovation is an idea, behaviour, or object that is perceived as new by its audience. Diffusion of innovation and role of opinion leaders. Opinion receivers perceive the opinion leader as a highly credible, objective source of product information who can help reduce their search and analysis time and. Aug 28, 2016 the role of social systems opinion leaders public and private consequences benefits and costs failed diffusion diffusion of innovation and modernisation 12. We implement the proposed model in the case of a 3g mobile phone technology.
This study investigates the critical role that opinion leaders or influentials play in the adoption process of new products. Opinion leaders and lead users in marketing and management. Recent existing reseach evidence indicates a limited effect of opinion leaders on diffusion processes, yet these studies take into account merely the network position of opinion leaders without addressing their influential power. This study investigates the critical role that opinion leaders or influentials play in the adoption process of new. Opinion leaders with high distance centrality are the best ones for maximum adopters. Diffusion process the process by which the acceptance of an innovation is spread by communication to members of social system over a period of time. A simulation study this study investigates the critical role that opinion leaders or influentials play in the adoption process of. We will cover the concept of opinion leaders and their role within networks. Feder and savastano 16 have studied the role of opinion leaders in the diffusion of innovations on the example of pest control tools used by indonesian farmers. Innovation diffusion relative advantage trialability observability communications channels homophilous groups pace of innovation reinvention norms, roles, and social networks opinion leaders compatibility infrastructure 26 iii. Elements of diffusion of innovation diffusion is a process by which an innovation is communicated through certain channels over time among the members of a social system. To increase condom use with main and other sex partners. In the diffusion of controversial technological innovations, experts influence the rate and extent of acceptance by serving as negative or positive opinion leaders. Opinion leaders play an important role in diffusion networks and are often identified and utilized in diffusion programs.
Diffusion of agricultural innovation through opinion leadership. This article outlines a method to accelerate the diffusion of innovations using opinion leaders. A simulation study article in journal of product innovation management 282. Experts as negative opinion leaders in the diffusion of a. Elements of the diffusion process diffusion of innovation the innovation the channels of communication the social system time adoption process the stages through which an individual consumer passes in. The role of social systems opinion leaders public and private consequences benefits and costs failed diffusion diffusion of innovation and modernisation 12. We also show the models potential to identify and predict the opinion leaders of a diffusion system. Most studies have been retrospective, and most have neglected to collect information on interpersonal communication networks. Distinctive roles of lead users and opinion leaders in the. A simulation study this study investigates the critical role that opinion leaders or influentials. Highlights we investigate which opinion leader is the best initial adopter for diffusion. We investigate which opinion leader is the best initial adopter for diffusion.
An innovation is an idea, practice or object that is perceived as new by an individual or other unit of adoption. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. These role models act as opinion leaders within their communities and can be important determinants of rapid and sustained behavior change. Request pdf opinion leaders role in innovation diffusion. Extension activities are typically done through validating and promoting the use of agricultural technologies that could. Pdf the role of opinion leaders and magazines in the diffusion of. May 28, 2010 opinion leadership is the process by which the opinion leader informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients. Finally, after most people have adopted the innovation, a group of the laggards makes the change.
Diffusion of innovations concepts relevant to hivaids prevention the diffusion of innovations is characterized by four elements. In contrast to earlier studies, we find evidence of contagion operating over network ties, even after controlling for marketing effort and arbitrary systemwide changes. Opinion leaders affect the diffusion process only when it reaches a critical mass. Rogers argues that diffusion is the process by which an innovation is communicated. Third, opinion leaders learn from the early adopters and try the innovations. This report describes ten critical dynamics that govern how medical and information technologies are diffused in the health care industry.
Further, in order to accelerate the rate of diffusion, it is crucial to target opinion leaders. Opinion leadership degree to which an individual is able to influence informally other individuals attitudes or overt behavior in a desired way with relative frequency. Accelerating the diffusion of innovations using opinion leaders. We study how opinion leadership and social contagion within social networks affect the adoption of a new product. Individual and cultural factors affecting diffusion of innovation.
Consumer behaviour, consumer influence and the process of. Relative advantage the decision to adopt a technology is influenced by 1 the ability of a potential adopter to judge whether the benefits of using the innovation will outweigh the risks of using it, and 2 whether the innovation improves upon the existing technology. The role of opinion leaders in the diffusion of new. The diffusion of innovations is the process by which a. An opinion leader is a wellknown individual or organization that has the ability to influence public opinion on the subject matter for which the opinion leader is known. What qualities make an innovation spread successfully.
The opinion leader is usually among the first adopters of new products and uses wordofmouth. Fourth, if opinion leaders find the innovations useful, they encourage their friends the opinion followers. The role of followers in the diffusion of innovations. Diffusion of agricultural innovation through opinion. A test of the influence of formal and informal opinion leaders on the diffusion of. Diffusion of innovation and opinion leadership emerald insight. According to rogers, there are four key elements that influence the way in which a new technology is diffused through a system. The opinion leaders who students identify on twitter may also have facebook pages andor a blog.
It originated in communication to explain how, over time, an idea or product gains momentum and diffuses or spreads through a specific population or social system. Apr 24, 2017 elements of diffusion of innovation diffusion is a process by which an innovation is communicated through certain channels over time among the members of a social system. While it may lead to a more difficult evaluation at the end, students could attempt to engage general followers as well as opinion leaders using a myriad of social media tools. Then i will tackle what i feel is the vital role that followers play in the adoption process. Social network thresholds in the diffusion of innovations thomas w. Tarde originated such key diffusion concepts as opinion leadership, the scurve of diffusion, and the role of socioeconomic status in interpersonal. This article discusses the role of the opinion leaders and change agents in diffusing innovations throughout the organization and beyond.
Diffusion of innovations and hivaids population media center. Opinion leaders new product or new usage information issues. Judy reduced johns perceived risk or uncertainty about the innovation. Exploring the role of innovativeness and opinion leadership. Diffusion of innovations study and teachinghistory. American academy of political and social science accelerating the diffusion of innovations using opinion leaders authors. Request pdf exploring the role of innovativeness and opinion leadership in diffusion despite the extensive studies in the field of diffusion, the role of innovativeness in diffusion models has. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a. We analyse the respective roles of innovativeness and opinion leadership in diffusion based on the suggested model.