ABSTRACT
An innovation is a commercially successful new product. Social groups and interpersonal influences are increasingly helpful to marketers’ grassroots efforts in gaining consumer acceptance for new products, which are vital for marketing success and for society. In order to increase the likelihood of launching a successful new product, marketers must understand diffusion, in which new product information spreads throughout society and the product is accepted within a social system. A social system is defined as one or more groups of individuals who interact fairly frequently, ranging from a local neighborhood to an entire society.
