The effect of multiplex relationships upon innovation adoption: A reconsideration of Rogers' model

Abstract

This study investigates the relationship between shared communication links and the process of organizational innovation. It was hypothesized that the nature and content of an individual's communication links with others could predict individual innovation adoption. Seven different communication link types containing single (uniplex) and multiple (biplex, multiplex) message contents (e.g., uniplex innovation, uniplex social, uniplex work, biplex work/social, biplex work/innovation, biplex social/innovation, and multiplex work/social/innovation) were identified as predictors of individual innovation adoption. Adoption of an innovation was measured by recording both time of initial adoption and extensiveness of adoption over a 90‐day time period. Results of a regression analysis provided no support for the hypotheses. The findings suggest a reconsideration of Rogers’ (1983) adoption framework.