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Introduction:
- Diffusion of Innovations seeks to explain how innovations are taken up in a population.
- An innovation is an idea, behaviour, or object that is perceived as new by its audience.
- Diffusion of Innovations offers 3 valuable insights into the process of social change:
- (1) What qualities make an innovation spread successfully.
- (2) The importance of peer-peer conversations and peer networks.
- (3) Understanding the needs of different user segments.
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