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Revisiting the Diffusion of Innovations Theory in the Digital Era: Adoption of Artificial Intelligence in Social Media
The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. The role of generational differences in influencing the adoption and non-ado...
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| Format: | Thesis |
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AUC Knowledge Fountain
2025
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| Summary: | The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. The role of generational differences in influencing the adoption and non-adoption of these technologies is also explored. Drawing on the rich insights of qualitative data, the researcher adopts a multi-method approach comprising seventeen interviews with academic and professional experts and four focus group discussions among different generations to collect first-hand insights on AI adoption in the present time. AI was itself used for qualitative data analysis, including generating and categorizing codes, themes, and excerpts. The findings of the study provide updated insights into the elements of the diffusion process, establishing potential grounds for modernizing the theory. Reasons for non-AI adoption and future perspectives on AI technologies are also highlighted. Overall, the study offers a theoretical contribution to the literature on technology and innovations adoption. |
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