What is it about?
Using the concept of innovation/imitation as defined in the Bass Model, we classified retweeting by direct followers as innovation and retweeting by users who were not followers as imitation.
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Why is it important?
In the study, we identify an informative indicator of successful diffusion and propose a novel procedure to measure innovation/imitation coefficients (p and q). We also provided a statistical procedure for evaluating tweet adoption by innovators (influentials) and imitators.
Perspectives
The resulting information can be used to improve public health and health promotion interventions at the levels of planning, design, implementation and evaluation.
Dr Yousef Albalawi
Ministry of Health
Read the Original
This page is a summary of: Exploring the diffusion of tweets designed to raise the road safety agenda in Saudi Arabia, Global Health Promotion, June 2016, SAGE Publications,
DOI: 10.1177/1757975915626111.
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