Why are some innovations adopted while others fail? Diffusion theory offers an explanation for this phenomenon. The theory can be applied to a multitude of different products or ideas. This theoretical approach is fascinating because of the breadth of different fields to which it can be applied and the depth with which it can reach into the field to formulate a theoretical approach. It allows people to formulate a better understanding of the diffusion of new innovations. Diffusion theory can provide a comprehensive picture of how ideas spread in the age of social media. To understand the depth of the diffusion of innovation theory, we must first understand what the theory is and how it analyzes situations. So it must be applied and used. Finally the justification of why this theory is appropriate for the selected field of interest. The study of diffusion has been pursued by many scholars for over one hundred years. Section One – Theory Explained: The most prominent of these scholars is Everett M. Rogers, considered the leading authority on the spread of innovation theory. He published his first book The Diffusion of Innovation in 1962, in which he collected around five hundred different studies conducted by other researchers and from this he postulated that a unifying theory could explain why, how and at what rate innovations would be adopted by a certain culture (Singhal 2003). E.M. Rogers, as stated, compiled other people's research, which was predominantly surveys of individuals, from that research he was able to find the items that he believed had an impact on the spread. One of the strengths of this theory is that it can be used on an individual, a group, or some other social order, which makes it here... middle of paper... I wanted to market its product to women aged between 18- to 35-year-olds were able to look at past campaigns to see what was successful and what wasn't successful. This is just one of the myriad ways diffusion theory can be used. Diffusion of innovation theory is a multifaceted tool that can be used for many purposes. It gives you a look at why an innovation succeeds or why it fails, and can also tell you how that innovation spread and to whom it spread over a certain period of time. The culmination of the life's work of Everett M. Rogers, a leader in the field of diffusion of innovation and used by many, which gathers most of the necessary information through surveys. When applied to the field of media diffusion through the Internet, it can provide insight into the kinds of things people find entertaining and can also map how media spreads in society..