The Diffusion of Innovation, 5th ed by Everett Rogers

Element 2

  • 2) Communication Channels: The essence of the diffusion process is the information exchange through which one individual communicates a new idea to others. Mass media channels are usually the most rapid and efficient means of informing an audience. Interpersonal channels involve face-to-face exchanges. A third form involves the interactions between individuals via the Internet.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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