Spreading information and developing trust in social networks to accelerate diffusion of innovations

Abstract

Background: New food technologies developed by producers who want to spread their innovation require potential new adopters to receive information about the innovation as well as to develop trust about the appropriateness and quality of the new technology. Social networks are key for spreading information and for developing trust. In this essay, I will summarize sociological knowledge about how the structure of social networks can accelerate or inhibit innovation diffusion among consumers. Scope and approach: Innovation adoption is mostly a multistage process in which potential adopters/consumers need to obtain information first. A second step towards adoption is developing appreciation for the advantages of the innovation. A third step is the development of trust that the new product or technology indeed brings the advantages that it promises. I will explain based on existing literature why and in what manner, different structural properties of social networks are crucial for the consumer side of the adoption process. Key findings and conclusions: While for information diffusion predominantly the number of channels through which information can flow is important, and prevention of redundant information transfers helps to speed up information, the appreciation for the advantages of the innovation will require some redundancy and recurrent confirmation of the success of the innovation. To develop trust, even more confirmation is likely to be important and close social circles in which people repeatedly meet and know each other's acquaintances are known to be especially beneficial to create trust.