Table 1

User innovator identities previously associated with diffusion effort

CharacteristicProfessionalCommunity-orientedSocietal
Basic social motivationShow professionalismAlign with communityAdvance a cause
Basis of self-evaluationMarket standardsAuthenticitySocial responsibility
Frame of referenceCompetitive productsCommunity benefitsSocietal impact
Diffusion behaviorSellingSharingSharing
Level of social inclusivenessPersonalRelationalCollective
Source(s): Yu and de Jong (2024: p. 3)
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