The Diffusion of Innovation, 5th ed by Everett Rogers

The Two-Step Flow Model

  • This model holds that information flows from the mass media to opinion leaders who then influence people via face-to-face contact. Mass communication channels are primarily knowledge creators, whereas interpersonal networks are more important in persuading individuals to adopt or reject.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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