Journal article


Promoting technological innovations: Towards an integration of traditional and social media communication channels


Publication Details
Author(s): Wagner T
Publication year: 2017
Volume: 10282
Pages range: 256-273
ISSN: 0302-9743

Abstract

The aim of this study is to examine how the mechanisms of consumer adoption of technological innovations have been affected by the advent of social media. For this purpose, a list of major adoption determinants is derived from previous research, including theories such as innovation diffusion theory, the technology acceptance model, and the unified theory of acceptance and use of technology. Findings from empirical research are used to show which adoption determinants can be influenced through firms’ communication efforts and how this can be done. After outlining how social media jumbles the established routines and mechanisms of marketing communications, this article explains how these new circumstances in the social media landscape can assist firms to facilitate innovation adoption. The main contribution of this article is to connect the established research field of technology and innovation adoption with the new and emerging field of social media research.



How to cite
APA: Wagner, T. (2017). Promoting technological innovations: Towards an integration of traditional and social media communication channels. Lecture Notes in Computer Science, 10282, 256-273. https://dx.doi.org/10.1007/978-3-319-58559-8_22

MLA: Wagner, Timm. "Promoting technological innovations: Towards an integration of traditional and social media communication channels." Lecture Notes in Computer Science 10282 (2017): 256-273.

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