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Diffusion of Innovations Theory

In: Encyclopedia of Public Relations
Edited by: Robert L. Heath
Subject:Public Relations, Public Relations
Keywords:diffusion of innovation; innovation diffusion; theories

Diffusion of innovations theory examines how new ideas, practices, or objects are adopted by individuals and organizations (or other “units of adoption”)—a field of research important to public relations practitioners advocating change.

Beginning in the 1950s, Everett M. Rogers, the leading researcher ...

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  Heath, R. L. (2013). Diffusion of innovations theory. In Encyclopedia of public relations (Vol. 1, pp. 261-262). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781452276236.n140
  
  Heath, Robert L. "Diffusion of Innovations Theory." In Encyclopedia of Public Relations, edited by Heath, Robert L., 261-62. Thousand Oaks, CA: SAGE Publications, Inc., 2013. https://dx.doi.org/10.4135/9781452276236.n140.
  
  Heath, R. L. 2013. Diffusion of Innovations Theory. In: Robert L. Heath Editor, 2013. Encyclopedia of Public Relations, Thousand Oaks, CA: SAGE Publications, Inc. pp. 261-262 Available at: <https://dx.doi.org/10.4135/9781452276236.n140> [Accessed 4 Jul 2022].
  
  Heath, Robert L. "Diffusion of Innovations Theory." Encyclopedia of Public Relations. Edited by Vol. 1. Thousand Oaks: SAGE Publications, Inc., 2013, pp. 261-62. SAGE Knowledge. 4 Jul 2022, doi: https://dx.doi.org/10.4135/9781452276236.n140.
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