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In political economy, popularity is linked to market value. In DOI, on the other hand, the adoption an innovation depends, among other things, on how well it will satisfy needs
Social media has a large part in beginning trends/popular things. If you see someone "famous" wearing a nice scarf, you'd also like that scarf because they wore it. Now multiply that by how many other people saw that influencer wearing that scarf, and boom. New trend.
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