Promoting Technological Innovations: Towards an Integration of Traditional and Social Media Communication Channels

  • Timm F. WagnerEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10282)


The aim of this study is to examine how the mechanisms of consumer adoption of technological innovations have been affected by the advent of social media. For this purpose, a list of major adoption determinants is derived from previous research, including theories such as innovation diffusion theory, the technology acceptance model, and the unified theory of acceptance and use of technology. Findings from empirical research are used to show which adoption determinants can be influenced through firms’ communication efforts and how this can be done. After outlining how social media jumbles the established routines and mechanisms of marketing communications, this article explains how these new circumstances in the social media landscape can assist firms to facilitate innovation adoption. The main contribution of this article is to connect the established research field of technology and innovation adoption with the new and emerging field of social media research.


Technological innovation Innovation diffusion theory Technology acceptance model UTAUT2 Marketing communications Social media 


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© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.School of Business and EconomicsFriedrich-Alexander-Universität Erlangen-NürnbergNurembergGermany

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