The Decline of Traditional Diffusion in the Internet Era,Which type of diffusion is likely to become less influential as internet usage expands?

The Decline of Traditional Diffusion in the Internet Era

In the internet age, traditional forms of diffusion, such as word-of-mouth and mass media, are becoming less influential. This is due to the increased availability of information and the ease of access to that information for consumers. For example, a study by Kshetri (2018) found that “internet usage is a potent force that accelerates the diffusion of innovation in the market.” Additionally, the internet provides users with more control over the media they access, further reducing the influence of traditional forms of diffusion. As internet usage increases, consumers are able to discover and share products, services, and trends more quickly and with more accuracy than ever before (Chaffey & Ellis-Chadwick, 2020). Traditional forms of diffusion are slowly being replaced by online forms of communication. For instance, marketers are turning to online advertising, social media, and other digital channels to reach their target audiences. Meanwhile, word-of-mouth is becoming more virtual, as consumers are sharing their opinions and experiences on social media platforms. As a result, traditional forms of diffusion are becoming less relevant in the internet age. Cont…

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