1. Sunshine J. Baker University of Central Florida April 23,
2014
2. As social media evolves, a new breed of influencers has
arisen with power to spread new ideas and products through their
online connections. The purpose of this study is to explore how
Diffusion of Innovations is being used in social media marketing,
revealing the ways that the DOI concepts are being used in new ways
to market companies more effectively.
3. DOI states that the adoption of a new product or technology
is a predictable process that progresses through different stages
over time The visible links between people means that social media
platforms are perceived as a highly suited environment for
network-based marketing: word-of-mouth marketing, diffusion of
innovation, or buzz and viral marketing all aim to take advantage
of the relationships between users to facilitate the spread of
awareness or adoption (Rogers, Chapman, & Giotsas, 2012, p.
97). Friendships and other relationships are more visible on social
media, making it easier to see how ideas and products spread
throughout networks.
4. Electronic Word Of Mouth (eWOM) is an application of DOI
that involves online reviews of items or experiences. In the
context of social media like Facebook and Twitter, eWOM is often
referred to as Viral Marketing. One study showed that over half of
the time, people took action based on the SNS referrals of people
in their networks. The Nielsen Global Trust Survey (2012) revealed
that 70% of consumers trust other consumer opinions posted online,
and 92% trust recommendations from people they know.
5. Influencer marketing online involves brands identifying and
targeting people with large social media and blog audiences to
spread the news about their products.
6. One goal of influencer marketing is to increase Facebook
Likes for a company Page Facebook as a company has specifically
studied Diffusion of Innovations as it applies to posts in the
newsfeed. Their study discovered that when items shared by a
Facebook friend appeared in a subjects newsfeed, they are several
times more likely to be shared with others.
7. As with other forms of DOI, selection of Influencers is
vitally important in online influencer marketing. In DOI terms,
influencers can be either Opinion Leaders or Change Agents,
depending on whether they originate inside or outside a
community
8. Tie Strength is an attribute of interpersonal relationships
made of up a combination of the amount of time, the emotional
intensity, the intimacy (mutual confiding) and the reciprocal
services which characterize the tie (Granovetter, 1973, p. 1361).
Users were more likely to influence those within their networks
with whom they shared strong tie strength They found that strong
ties were more likely to result in generating awareness in a group,
but that weak ties are also useful in spreading information between
separate clusters of people.
9. Homophily is extremely important in influencer marketing,
and several studies have found it to be one of the strongest
determinants of whether a consumer would read and act upon a
recommendation. Participants in SNSs are likely to experience
homophily because they have shared experiences that resemble those
usually realized by the traditional collection of special interest
people in close proximity (Chatterjee, 2011, p. 84). Homophily is
most important in the early stages, because people are far more
likely to open an email or read a Facebook post from someone they
know, trust, and feel similar to.
10. As Mark Schaefer, author of Return on Influence, notes, You
cant just send these people a t-shirt, it has to be something that
will make people get on the internet and say, Youll never believe
what Ive just received! (Bell, 2012, p. 35). Katona et al.(2011)
modeled the process of adoption over a social network, finding that
the more of an individuals network members had adopted an
innovation, the more likely they were to adopt.
11. DOI is a useful framework for understanding the relatively
new phenomenon of influencer marketing through online channels.
DOIs unique focus on social systems and relationships pairs well
with the existing networks that exist in social media networks
online. As influencer marketing grows and changes, it is important
to go back to the source of the model, DOI, to learn how these
types of efforts have been successful over time.