Vijay Mahajan
Abstract
Abstract This article highlights (i) the objectives of the innovation diffusion models, (ii) the role of interpersonal communication, signals, and network externalities in determining the speed and shape of the diffusion process in a social system, and (iii) possible applications of diffusion models in marketing.
OpenAlex reports 9 citations for this work. Citation counts describe recorded attention and do not establish research quality.
A contribution statement is not available in the OpenAlex record.
Method details are not available in the OpenAlex metadata.
Findings are not separately available in the OpenAlex metadata.
Limitations are not available in the OpenAlex metadata.
Application details are not available in the OpenAlex metadata.
Abstract This article highlights (i) the objectives of the innovation diffusion models, (ii) the role of interpersonal communication, signals, and network externalities in determining the speed and shape of the diffusion process in a social system, and (iii) possible applications of diffusion models in marketing.
Key concepts: Diffusion, Innovation diffusion, Diffusion process, Network effect, Externality, Interpersonal communication, Diffusion of innovations, Business