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Hamza Saleem
How Innovation Spreads In The View Of Mass Communication
Everett Rogers, an american sociologist and communication theorist introduced the Diffusion of Innovation (DOI) theory in 1962. It seeks to explain how, why, and how quickly a good, service, or process spreads among a population or social system. In other words, the diffusion of innovation accounts for how quickly new concepts and technologies grow. Marketers …
