Diffusion of Innovation and Role of Opinion Leaders
The purposes of this study were: (1) examine the literature about innovation diffusion; (2) conduct a literature review on the innovation-decision process; (3) identify factors affecting the success of an innovation; (4) to determine a new strategy for diffusion of innovation. A structured search of the internet was undertaken to identify and appraise direct relationship between opinion leaders and diffusion of innovation. Models for describing the pattern of the diffusion processes for innovations are used by researchers. The present study went beyond the global structure of network to understand the actual position of the actors within the innovation networks. To do this, a strategy was needed that went to understand from the macro to the micro level, and then returned to the macro level to explain the structure of the authorship in innovation networks.