Diffusion of innovations through social networks: Determinants and implications

Abstract

Social scientists have long been interested in the diffusion of innovations—the process by which new ideas, behavior, and practices spread between persons, organizations, and even countries. While innovations can enter a community through various channels, ongoing spread of innovations through a community occurs through the medium of social networks—collections of interpersonal or digital relationships connecting actors to each other. Social networks are important for diffusion because relationships foster communication, trust, and flow of information. Diffusion outcomes are also shaped by the structural properties of social networks such as density, centrality, and strength of ties, as well as properties of the innovation and the actors involved in the process. The purpose of the article is twofold: (1) to take stock of the field and review ongoing debates on the role of social networks in the diffusion of innovations and (2) to summarize the sociological implications of the diffusion of innovations through social networks.

The Customer Success Community: An Exploration of Nonfirm Epistemic Communities and Their Influence on a New Sales Practice

“…The CS nonfirm epistemic community, a form of interpersonal network, is expected to improve and expand the practice of CS management for two reasons: Social ties support the flow of information and resources and the impact people have on one another (Gondal 2023). While much information may be available through impersonal channels, such as digital platforms, in-person affirmation from a close network is often key to actors adopting an innovation (Strang and Soule 1998).…”

The strength of a weak tie in the innovative performance of firms: A case of Korean high‐tech manufacturing small and medium‐sized enterprises

“…The diffusion of innovation through social networks leads to behavioural changes, including the adoption of new technologies. This innovation spreads across groups at different degrees and rates (Gondal, 2023). In classical network theory, it is known that weak ties are more effective than strong ties when it comes to seeking a new job, new information, or a new idea.…”