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Accelerating the Diffusion of Innovations Using Opinion Leaders

Author

Listed:
  • Thomas W. Valente

    (School of Public Health at Johns Hopkins University)

  • Rebecca L. Davis

    (University of Maryland, College Park)

Abstract

Theory on the diffusion of innovations has been used to study the spread of new ideas and practices for over 50 years in a wide variety of settings. Most studies have been retrospective, and most have neglected to collect information on interpersonal communication networks. In addition, few have attempted to use the lessons from diffusion research to accelerate the diffusion of innovations. This article outlines a method to accelerate the diffusion of innovations using opinion leaders. The authors present their optimal matching procedure and report on computer simulations that show how much faster diffusion occurs when initiated by opinion leaders. Limitations and extensions of the model are discussed.

Suggested Citation

  • Thomas W. Valente & Rebecca L. Davis, 1999. "Accelerating the Diffusion of Innovations Using Opinion Leaders," The ANNALS of the American Academy of Political and Social Science, , vol. 566(1), pages 55-67, November.
    • Handle: RePEc:sae:anname:v:566:y:1999:i:1:p:55-67
    DOI: 10.1177/000271629956600105
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    References listed on IDEAS

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    1. Kelly, J.A. & St. Lawrence, J.S. & Diaz, Y.E. & Stevenson, L.Y. & Hauth, A.C. & Brasfield, T.L. & Kalichman, S.C. & Smith, J.E. & Andrew, M.E., 1991. "HIV risk behavior reduction following intervention with key opinion leaders of population: An experimental analysis," American Journal of Public Health, American Public Health Association, vol. 81(2), pages 168-171.
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    Cited by:

    1. Petr Matous, 2023. "Male and stale? Questioning the role of “opinion leaders” in agricultural programs," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 1205-1220, September.
    2. Prarawan Senachai & Jakaphun Julsrigival & Raksmey Sann, 2022. "Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process," IJERPH, MDPI, vol. 19(14), pages 1-18, July.
    3. repec:oup:rseval:v:32:y:2024:i:3:p:603-621. is not listed on IDEAS
    4. Melinda Craike & Bojana Klepac & Amy Mowle & Therese Riley, 2023. "Theory of systems change: An initial, middle-range theory of public health research impact," Research Evaluation, Oxford University Press, vol. 32(3), pages 603-621.
    5. Zhao, Liang & Sun, Zhe & Chen, Si & Gugnani, Ritika & Sahore, Nidhi, 2024. "Social media opinion leaders and information diffusion of crowdfunding projects: Evidence from China," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    6. Ian W. Holloway & Robert Bednarczyk & Vincent L. Fenimore & Cameron Goldbeck & Elizabeth Wu & Rebecca Himmelstein & Diane Tan & Laura Randall & Chelsea S. Lutz & Paula M. Frew, 2018. "Factors Associated with Immunization Opinion Leadership among Men Who Have Sex with Men in Los Angeles, California," IJERPH, MDPI, vol. 15(5), pages 1-12, May.
    7. Wenjing Lyu & Ye Qi & Jin Liu, 2024. "Proliferation in live streaming commerce, and key opinion leader selection," Electronic Commerce Research, Springer, vol. 24(2), pages 1153-1186, June.
    8. Bohan Zhang & Li Ying & Muhammad Asghar Khan & Madad Ali & Sergey Barykin & Agha Jahanzeb, 2023. "Sustainable Digital Marketing: Factors of Adoption of M-Technologies by Older Adults in the Chinese Market," Sustainability, MDPI, vol. 15(3), pages 1-19, January.
    9. Giulia Palombi & Fabio Nonino & Stephen P. Borgatti, 2024. "The effect of social network structure on group anchoring bias," Journal of Organization Design, Springer;Organizational Design Community, vol. 13(2), pages 33-44, June.
    10. Daniel Röchert & Manuel Cargnino & German Neubaum, 2022. "Two sides of the same leader: an agent-based model to analyze the effect of ambivalent opinion leaders in social networks," Journal of Computational Social Science, Springer, vol. 5(2), pages 1159-1205, November.
    11. Ozili, Peterson K, 2023. "Assessing global and local interest in eNaira CBDC and cryptocurrency information: implications for financial stability," MPRA Paper 116978, University Library of Munich, Germany.
    12. Saskia C. M. Franken & Crystal R. Smit & Moniek Buijzen, 2018. "Promoting Water Consumption on a Caribbean Island: An Intervention Using Children’s Social Networks at Schools," IJERPH, MDPI, vol. 15(4), pages 1-13, April.

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