Figure 1
The diagram presents five key pillars of diffusion of innovation. Each pillar is represented by a box with a description. Innovation is described as a new idea, practice, or object whose attributes shape its rate of adoption. Communication Channel refers to the means by which information about the innovation is transmitted among members of the social system. Social System includes the interrelated units such as individuals and organizations within which diffusion occurs. Time is the period over which the innovation is adopted across the population. Branding is the strategic development of a distinct, trusted identity for the innovation that aligns it with the values of the social system.Proposed extended DOI framework with branding as a fifth pillar. Source: Authors’ own work