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Keywords: The diffusion of innovation theory
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (2): 343–370.
Published: 22 November 2024
... the Diffusion of Innovation Theory (DIT), which emphasizes the importance of the rate of an individual’s innovation adoption. Rogers (2003) , who developed DIT, argues that “not all individuals in a social system adopt an innovation at the same time” (p. 241), especially when an innovation is distributed among...
