“The process by which an innovation is communicated through certain channels over time among the members of a social system.  The spread of ideas is influenced by characteristics of the innovation, communication channels, time, and the organization of social systems. If the innovation is adopted, it spreads via various communication channels” (NIRN, nd; Rogers, 1995).

Rogers, E. M. (1995). Diffusion of innovations: Modifications of a model for telecommunications. In M.-W. Stoetzer & A. Mahler (Eds.), Die Diffusion von Innovationen in der Telekommunikation [The diffusion of innovations in telecommunications] (pp. 25-40). New York, NY: Springer. https://doi.org/10.1007/978-3-642-79868-9_2