Second Diffusion Research Symposium 2025

Second Diffusion Research Symposium 2025

Program Schedule

Date: Friday, April 25, 2025

Location: Virtual (https://texastech.zoom.us/j/9722221415?omn=91875359784)

Meeting ID: 972 222 1415

Hosted by the Innovation Diffusion Lab at Texas Tech University.

Co-Sponsors

• College of Media and Communication, Texas Tech University
• Department of Professional Communication, Texas Tech University
• Thomas Jay Harris Institute for Hispanic and International Communication (HIHIC), Texas Tech University
• Virginia and Choc Hutcheson Professor in Mass Communication, Texas Tech University

Keynotes

Morning Keynote

Morning Keynote Presentation “Bringing Scale Up Concepts to Bear on Designing for Diffusion” by Dr. Jim Dearing, Brandt Endowed Professor, Michigan State University

Jim Dearing (Ph.D., University of Southern California) is the Brandt Endowed Professor and former Chairperson of the Department of Communication. His research focuses on the diffusion of innovations, including the adoption and implementation of new evidence-based practices, programs, technologies and policies by health care and public health professionals.

Dr. Dearing has held several positions, including Senior Scientist with Kaiser Permanente, the nation’s largest nongovernmental nonprofit integrated healthcare system. He has been PI for research grants from NSF, EPA, NCI, AHQR, and numerous private foundations. He is a fellow of the International Communication Association.

Most recently, Dearing has worked as a co-investigator on a large Canadian research team with researchers at nine Canadian universities and decision makers in a number of provincial health authorities that studies interventions to improve care in nursing homes. The team is now planning to test methods for diffusing these evidence-based interventions across Canada. Dearing also leads a study concerning climate change innovations for communities, and co-leads a study assessing the implementation of Project ECHO at 40 sites in North America.  Most recently, he has begun working with U.S. Centers for Disease Control and Prevention staff to diffuse innovations in opioid prevention.

Bringing Scale Up Concepts to Bear on Designing for Diffusion (Click here for abstract)

Intervention diffusion strategy that commonly uses formative assessments of perceived innovation attributes, the structure of relationships among potential adopters, and contextual considerations of launch timing and framing can be augmented with concepts from studies of successful scale up of social programs. This talk will integrate these two research traditions for practical design strategy.

Afternoon Keynote

Afternoon Keynote Presentation   "Applying the Diffusion of Innovations Model to Studying the Adoption and Use of New Communication Technology" by Dr. Gary Kreps, Distinguished University Professor, Director; Center for Health and Risk Communication, George Mason University

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Gary L. Kreps (Ph.D., University of Southern California) is a Distinguished University Professor and Director of the Center for Health and Risk Communication at George Mason University. His more than 600 frequently cited published articles and books examine the information needs of vulnerable populations to guide evidence-based policy, technology, and practice interventions. He coordinates the INSIGHTS (International Studies to Investigate Global Health Information Trends) Research Consortium across 20-plus countries and co-directs with Paula Kim, the Global Advocacy Leadership Academy (GALA). Some of his major honors include the Research Laureate Award from the American Academy of Health Behavior (AAHB), the Outstanding Health Communication Scholar Award from the National Communication Association and the International Communication Association, and election as an AAHB Fellow, an ICA Fellow, and an NCA Distinguished Scholar.

Applying the Diffusion of Innovations Model to Studying the Adoption and Use of New Communication Technology (Click here for abstract)

As modern life evolves, we increasingly depend on the use of smart, adaptive, learning technology systems that enable us to access, process, and share relevant information for guiding complex decisions concerning the best responses to serious societal challenges. These societal challenges involve major threats to our natural and built environment, physical and mental health, economic stability, and international relations, including the advent of serious risks and crises from pandemics, wildfires, hurricanes, acts of terrorism, and violent military conflicts that occur around the globe.  We must learn how to effectively use powerful new computing technologies to help us make sense of major risks, develop and share relevant strategies for responding to these challenges, and implement collaborative strategies for minimizing risks from new challenges that we may encounter in the future.  In this presentation I will examine how I have been able to use the Diffusion of Innovation paradigm to guide analysis of adoption and effective use of new information technologies for addressing major challenges in modern life and suggest additional research and policy applications of this powerful theoretical perspective.

Panels

Panel 1- AI on the Rise – Exploring the Diffusion of Generative and Intelligent Technologies

Time: 10:20 – 11:10 a.m.
Moderator: Oluwabusayo Okunloye, Texas Tech University

This panel explores how generative AI and intelligent tools are being adopted across sectors, from creative software to social media platforms. Presenters investigate user perceptions, message diffusion patterns, and implications for communication, creativity, and technological trust.​

Presentations:

1. Unveiling the Adoption of Generative AI Writing Tools: A Diffusion of Innovation Perspective
    Jeffery Acheampong Adu, Texas Tech University, USA
   
2. Impact of Generative AI on Perceived Communication Effectiveness
    Nuzath Tabassum, University of Louisiana at Lafayette, USA
   
3. Investigating the Diffusion and Impact of DeepSeek Open AI Software Tool
    Chikee Ifeoma Christiana, Texas Tech University, USA
   
4. An Analysis of ChatGPT Discussions on Twitter (X): How Message Length and Sentiments Drive Information Diffusion
    Sadia Afrin Ratna, Texas Tech University, USA
   
5. Exploring Adobe Firefly's Generative AI Adoption through DOI Theory
    Emily Jellison, Texas Tech University, USA
   

Panel 2 - Innovation for Equity – Diffusion of Public Service Models in Global South

​Time: 11:15 – 11:55 a.m.
Moderator: Mahedi Hasan, Texas Tech University

This panel highlights how innovation adoption in health, agriculture, and justice can drive societal change. The studies explore how local needs, digital platforms, and community actors influence adoption and policy responsiveness.​

Presentations:

1. The Adoption of Self-Driving Car in Africa: A Diffusion of Innovation Perspective
    Alasana Camara, Texas Tech University, USA
   
2. Utilizing E-Health Services to Improve Healthcare Access: Examining the Diffusion of Innovation Theory in Bangladesh
    Munira Mahmud, Shahjalal University of Science and Technology, Bangladesh
   
3. Diffusion of Sustainable Agriculture Marketing Practices in the Haor Basin of Bangladesh
    Amit Das & Abdul Hamid; Shahjalal University of Science and Technology, Bangladesh
   
4. The Diffusion of Digital Pressure: How Social Media Challenges Traditional Justice in Bangladesh
    Mst Tamima Jannat Tammi, Shahjalal University of Science and Technology, Bangladesh
   

Panel 3 - Institutions in Transition – Innovation Diffusion in Religious, Educational, and Scientific Settings

​Time: 1:35 – 2:15 p.m.
Moderator: Md Ashraful Goni, Texas Tech University

This panel explores how innovations are adopted in structured and value-driven environments—faith-based communities, higher education, and scientific institutions—shedding light on the barriers, motivators, and long-term implications of technological adoption.

Presentations:

1. Barriers to Adoption: A Diffusion of Innovation Analysis of 'The Preaching Search Engine' in Church Communities
    Ariana Medina, Texas Tech University, USA
   
2. Virtualization Among the Big Science Organization: Strengths and Weaknesses
    Oluwabusayo Okunloye & Joni Litsey– Texas Tech University; Ewa Deelman – University of Southern California, USA
   
3. Diffusion of AI Technology in Higher Education: Assessing University Faculty Adoption in Teaching and Learning
    Jiwan Kafle, Texas Tech University, USA
   
4. Connected Congregations: Reflecting On Church Live Streaming Practices After COVID-19 Lockdown
    Ariana Medina & Sydney Scheller; Texas Tech University, USA
   

Panel 4 - Diffusing Innovation: Perspectives on AI, New Media, and Public Health

Time: 2:20 – 3:10 p.m.
Moderator: Ariana Medina, Texas Tech University

This panel explores the diffusion of emerging technologies—particularly AI—across diverse landscapes, including ethnic media, public health, and usability design. The presenters examine critical factors influencing awareness, adoption, and responsible use of technology.

Presentations:

1. Adoption of GenAI in Ethnic Media – A case study on New York Based Bangladeshi Ethnic Media

 Md Ashraful Goni, Texas Tech University, USA

2. Assessment of the WHO Suicide News Reporting Guidelines: A Diffusion of Innovation Perspective
   Opeyemi Adeola Lawal, Texas Tech University, USA
   
3. Invisible Players in AI: Exploring Underrepresented Research Topics in Healthcare Through the Lens of Diffusion Theory
    Obada Marei Kraishan, Texas Tech University, USA
   
4. Echoes of Awareness: The Influence of Shaping and Refining Perspectives
    Addison Johnson, Texas Tech University, USA
   
5. Enhancing Technology Adoption: Usability as a Moderating Factor in Rogers’ Diffusion of Innovation

 Ben Alfonsin & MD Ashraful Goni, Texas Tech University, USA

Acknowledgements:  

Virginia and Choc Hutcheson Professorship in Mass Communication, Texas Tech University

Judging Criteria

Theme: Diffusion of Innovation Research
 Each paper will be evaluated on a scale of 1 to 5 for each category (1 = Poor, 5 = Excellent).