Interpersonal Communications in the Adoption Process

Sivayoganathan, C.; Tedrick, William E.

doi:10.4148/1051-0834.1623

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Opinion leaders are interpersonal sources who are trusted by others to evaluate innovations and provide guidance about whether or not to adopt (Lazarsfeld et at., 1948;Valente & Davis, 1999). Information flows from opinion leaders to potential adopters in one-to-one or group communication contexts (Sivayoganathan & Tedrick, 1986). Because what opinion leaders think about an innovation shapes the attitudes of others towards that innovation, opinion leaders provide an interpersonal channel for innovations to diffuse throughout a social system (Telg et al, 1996).…”

Section: Diffusion Of Innovationsmentioning

confidence: 99%

Diffusion of Innovations and Public Communication Campaigns: An Examination of The 4R Nutrient Stewardship Program

Seeger¹,

Wilson²

2019

Journal of Applied Communications

View full text Add to dashboard Cite

This project is an examination of how strategies for innovation in fertilizer application are communicated to agricultural communities. Specifically, this project examines the 4R Nutrient Stewardship Program-a public communication campaign seeking to encourage the use of specific strategies, tools, and best practices in fertilizer application. The campaign is advanced by the Fertilizer Institute, an industry trade association, and targets local agricultural communities within the United States. To understand how this campaign functions to encourage adoption of innovative fertilizer application behaviors, this project draws on the principles of diffusion of innovations theory as well as established concepts within public relations, including issues management.

show abstract

Section: Diffusion Of Innovationsmentioning

confidence: 99%