Application of Roger's Thoery of Diffusion of Innovation in Pakistan | Adoption of Cellular Phone Technology in Pakistan: A Diffusion of Innovation Approach

Publisher

LAP LAMBERT Academic Publishing

Publication Date

2012

Language

English

ISBN 10

3659213713

ISBN 13

9783659213717

Binding

Taschenbuch

Condition

Neu

Dimensions

Weight

185 grams

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B�cher

About this title

Synopsis

The focus of work is on the theory of adoption of cellular phone as an innovation and its diffusion and penetration within Pakistani society with a view to testing the famous Roger's theory of diffusion of innovation. The work also testifies role played by advertising in the process of diffusion of innovation. Statistical techniques are used to find out relationship among different variables. The diffusion of innovation theory is formulated with the help of a dedicated survey research method whereby a sample of 200 respondents were approached and researched. Overall findings support the theory of diffusion of innovation.

About the Author

Aqsa Khan specialises in Mass Communication and has been a Gold Medalist in both M.Phil and M.A degrees. She is currently lecturing at the Institute of Communication Studies of Bahauddin Zakariya University in Multan city of Pakistan where she is also pursuing a PhD in Mass Communication.

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