Applying diffusion of innovations theory to social networks to understand the stages of adoption in connective action campaigns

Abstract

This research proposes a conceptual framework for determining the adoption trajectory of information diffusion in connective action campaigns. This approach reveals whether an information campaign is accelerating, reached critical mass, or decelerating during its life cycle. The experimental approach taken in this study builds on the diffusion of innovations theory, critical mass theory, and previous s-shaped production function research to provide ideas for modeling future connective action campaigns. Most social science research on connective action has taken a qualitative approach. There are limited quantitative studies, but most focus on statistical validation of the qualitative approach, such as surveys, or only focus on one aspect of connective action. In this study, we extend the social science research on connective action theory by applying a mixed-method computational analysis to examine the affordances and features offered through online social networks (OSNs) and then present a new method to quantify the emergence of these action networks. Using the s-curves revealed through plotting the information campaigns usage, we apply a diffusion of innovations lens to the analysis to categorize users into different stages of adoption of information campaigns. We then categorize the users in each campaign by examining their affordance and interdependence relationships by assigning retweets, mentions, and original tweets to the type of relationship they exhibit. The contribution of this analysis provides a foundation for mathematical characterization of connective action signatures, and further, offers policymakers insights about campaigns as they evolve. To evaluate our framework, we present a comprehensive analysis of COVID-19 Twitter data. Establishing this theoretical framework will help researchers develop predictive models to more accurately model campaign dynamics.