Applying a diffusion innovation theory to identify novelty in communication research

The diffusion of innovations theory emphasizes the importance of disseminating information to promote innovation through various communication channels. However, research exploring this theory within communication studies has been relatively sparse, particularly regarding its influence on promoting individual innovation and sustaining ongoing advancements. This study employs a quantitative bibliometric analysis to provide fresh insights into the diffusion of innovations theory in the context of communication research. To achieve this, we utilized a range of bibliometric techniques, including citation analysis, co-authorship evaluation, co-occurrence analysis, and data visualization using VOSviewer. The results indicate that the diffusion of innovations theory is extensively applied across various disciplines. Our co-authorship analysis identifies authors Wang Xueqin and Yuen Kum Fai as significant references for future exploration in this area. Additionally, the co-occurrence analysis reveals that the keywords ‘adoption’ and ‘innovation’ have evolved into diverse research contexts. Furthermore, this study highlights the issue of plagiarism, which has been exacerbated by the Internet’s accessibility, enabling individuals to misappropriate the ideas of others. Therefore, there is an urgent need for further development in communication studies that incorporates insights from other multidisciplinary fields to address the research gaps identified through our co-occurrence analysis.