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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Tuesday, May 3 • 1:50pm - 2:10pm
Diffusion of Innovation and social media: Opinion Leadership in the Digital Age

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Diffusion of innovation are a set of theories that seek to explain how new ideas and technologies diffuse though a specific population. This paper considers the role of social media as an essential change agent in the diffusion process. Special attention is given to the importance of opinion leadership which in its classic definition means select individuals who wield considerable influence on the people and members of a social system. Opinion leadership in the 21st century takes on a whole new meaning given such power and persuasion techniques as blogs, social media postings as well as ratings and evaluation comments on E-Commerce sites. A major argument of this paper is that digital opinion leaders legitimize and speed up the diffusion process.

avatar for Richard Gershon

Richard Gershon

Western Michigan University
Richard A. Gershon, Ph.D., (Ohio University, 1986) is Professor and Co-Director of the Telecommunications & Information Management program at Western Michigan University where he teaches courses in Media Management and Telecommunications.  He is the author of six books, including Digital Media & Innovation: Management and Design Strategies in Communication (Sage, 2016) and Media, Telecommunications and Business Strategy – 2nd... Read More →

avatar for Gabriele Siegert

Gabriele Siegert

Division Head, University of Zurich
Gabriele Siegert, Dr. is professor of communication science and media economics at the IPMZ-Institute of Mass Communication and Media Research, University of Zurich, Switzerland. She is member of the Swiss Federal Media Commission, president of the Foundation for Research in Science and the Humanities at the UZH and member of editorial and advisory boards. Her research interests include media economics, media management and advertising. She... Read More →

Tuesday May 3, 2016 1:50pm - 2:10pm
Room 401 Law School
  • Manuscript # 1050
  • Session # A22

Attendees (19)