Second Diffusion Research Symposium 2025
You are invited to the
Second Diffusion Research Symposium 2025
Hosted by the Innovation Diffusion Lab at Texas Tech University.
Date: April 25, 2025, 9 a.m. to 3:30 p.m. CDT
Location: Virtual (Zoom)
Zoom Link: https://texastech.zoom.us/j/9722221415?omn=91875359784
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 & Choc Hutcheson Professorship in Mass Communication, Texas Tech University
Open Invitation:
Regardless of if you are presenting or not, all are invited to attend the symposium online. The symposium will include 2 keynote speakers (Dr. Jim Dearing and Dr. Gary Kreps) in addition to research panels (see the full program).
If you're attending online, please register by April 23, 2025 at 11:59 p.m.
Free Registration here: https://forms.gle/gz5PCECaqrxt9PKe8
Program
Second Diffusion Research Symposium 2025
Friday, April 25, 2025
9 AM - 3:30 PM Central Time
Zoom Link: https://texastech.zoom.us/j/9722221415?omn=91875359784
Meeting ID 972 222 1415
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Schedule
9:00-9:05 AM
Welcome by Mahedi Hasan, IDL Student Lead & PhD Student in Media & Communication ​
9:05-9:10 AM
Brief Introduction of IDL by Dr. Kerk F Kee, IDL Faculty Lead, Virginia & Choc Hutcheson Professor in Mass Communication
9:10-9:15 AM
Remarks by Dean Dr. Bey-Ling Sha, Dean, College of Media and Communication, Texas Tech University
9:15-10:15 AM
Morning Keynote Presentation “Bringing Scale Up Concepts to Bear on Designing for Diffusion” by Dr. Jim Dearing, Brandt Endowed Professor, Michigan State University
10:20-11:10 AM
Panel 1: AI on the Rise – Exploring the Diffusion of Generative and Intelligent Technologies
11:15-11:55 AM
Panel 2: Innovation for Equity – Diffusion of Public Service Models in Global South
11:55-12:15 PM
Lunch Break (Zoom link remains open, recording paused)
12:15-12:20 PM
Remarks by Dr. Amber McCord, Interim Chair, Department of Professional Communication
12:20 -12:25PM
Remarks by Dr. Kent Wilkinson, Professor & Director, Thomas Jay Harris Institute for Hispanic and International Communication (HIHIC)
12:30-1:30 PM
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 ​
1:35-2:15 PM
Panel 3: Institutions in Transition – Innovation Diffusion in Religious, Educational, and Scientific Settings
2:20-3:10 PM
Panel 4: Diffusing Innovation: Perspectives on AI, New Media, and Public Health
3:10-3:20 PM
Top Diffusion Paper Awards 2025 & Closing Remarks
Faculty Judges (in alphabetical orders of last names) for Paper Awards:
Dr. Robyn Adams (Dept. of Advertising & Brand Strategies),
Dr. Maggie Bennett Brown (Dept. of Communication Studies),
Prof. Gourav Rath (Dept. of Professional Communication),
Dr. Melissa Santillana (Dept. of Journalism & Creative Media Industries)
Dr. Anastasia Vishnevskaya (Dept. of Public Relations & Strategic Communication Management).
Dr. Jim Dearing, Michigan State University
Bringing Scale Up Concepts to Bear on Designing for Diffusion
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.
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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.
Dr. Gary Kreps, George Mason University
Applying the Diffusion of Innovations Model to Studying the Adoption and Use of New Communication Technology
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.
​Gary L. Kreps (PhD, 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.
Second Diffusion Research Symposium 2025
Friday, April 25, 2025
9 AM - 3:30 PM Central Time
Zoom Link: https://texastech.zoom.us/j/9722221415?omn=91875359784
Meeting ID 972 222 1415
Panel Schedule​
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.
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Presentations:
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Unveiling the Adoption of Generative AI Writing Tools: A Diffusion of Innovation Perspective
Jeffery Acheampong Adu, Texas Tech University -
Impact of Generative AI on Perceived Communication Effectiveness
Nuzath Tabassum, University of Louisiana at Lafayette -
Investigating the Diffusion and Impact of DeepSeek Open AI Software Tool
Chikee Ifeoma Christiana, Texas Tech University -
An Analysis of ChatGPT Discussions on Twitter (X): How Message Length and Sentiments Drive Information Diffusion
Sadia Afrin Ratna, Texas Tech University -
Exploring Adobe Firefly's Generative AI Adoption through DOI Theory
Emily Jellison, Texas Tech University
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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.
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Presentations:
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The Adoption of Self-Driving Car in Africa: A Diffusion of Innovation Perspective
Alasana Camara, Texas Tech University -
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 -
Diffusion of Sustainable Agriculture Marketing Practices in the Haor Basin of Bangladesh
Amit Das & Abdul Hamid, Shahjalal University of Science and Technology, Bangladesh -
The Diffusion of Digital Pressure: How Social Media Challenges Traditional Justice in Bangladesh
Mst Tamima Jannat Tammi, Shahjalal University of Science and Technology, Bangladesh
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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:
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Barriers to Adoption: A Diffusion of Innovation Analysis of 'The Preaching Search Engine' in Church Communities
Ariana Medina, Texas Tech University -
Virtualization and Community Building Among MFs: Strengths and Weaknesses
Oluwabusayo Okunloye & Joni Litsey – Texas Tech University; Ewa Deelman – University of Southern California -
Diffusion of AI Technology in Higher Education: Assessing University Faculty Adoption in Teaching and Learning
Jiwan Kafle, Texas Tech University -
Connected Congregations: Reflecting On Church Live Streaming Practices After COVID-19 Lockdown
Ariana Medina & Sydney Scheller, Texas Tech University
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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.
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Presentations:
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1. Adoption of GenAI in Ethnic Media – A case study on New York Based Bangladeshi Ethnic Media
Md Ashraful Goni, Texas Tech University, USA
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2. Assessment of the WHO Suicide News Reporting Guidelines: A Diffusion of Innovation Perspective
Opeyemi Adeola Lawal, Texas Tech University, USA
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3. Invisible Players in AI: Exploring Underrepresented Research Topics in Healthcare Through the Lens of Diffusion Theory
Obada Marei Kraishan, Texas Tech University, USA
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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
