Open Access. Powered by Scholars. Published by Universities.®
Operations Research, Systems Engineering and Industrial Engineering Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Operations Research, Systems Engineering and Industrial Engineering
Influential Factors In Consumer's Adoption Of Innovative Products, Mahdokht Kalantari
Influential Factors In Consumer's Adoption Of Innovative Products, Mahdokht Kalantari
Wayne State University Dissertations
This dissertation addresses the challenges involved with the process of diffusion of innovations in the contexts of innovative educational materials and technological innovations.
Chapters 2 and 3 discuss building and using Online Brand Communities (OBCs) to disseminate innovative math educational materials. OBCs are known to be important platforms where consumers can communicate with the brand as well as other consumers. Through the effective use of these platforms, brands could accelerate the process of diffusion of their innovations. However, OBCs will not survive if consumers do not get engaged and participate in these communities. The purpose of this section of the …