The "Diffusion of Innovations" is a theory that explains how new ideas, products, or technologies spread within a society. It describes the process through which an innovation is communicated over time among the members of a social system. Factors influencing this diffusion include the innovation's perceived advantages, compatibility with existing values, and the complexity of adoption. The theory categorizes adopters into five groups: innovators, early adopters, early majority, late majority, and laggards. Each group has different characteristics and influences the overall rate of adoption. Understanding this process helps businesses and organizations effectively introduce new products and ideas to the market.