1. Name of theory: Diffusion of Innovation(DOI)
2. Date the theory published: First publish by 1962
3. Who the author: E.M. Rogers
4. What about the theory : It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt anew idea, behavior, or product. Adoption of a new idea,behavior, or product (i.e., “innovation”) does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others. Rogers argues that diffusion is the process by which an innovation is communicated over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines. He proposes that four main elements influence the spread of a new idea: the innovation itself, communication channels, time, and a social system.