Critically analyse the type of innovation Spotify represents, and the factors that have led to its successful adoption using the Diffusion of Innovation (Rogers, E. 1983) framework as a starting point, integrating other consumer behaviour theories with this as appropriate to support your argument.

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Mark 5057/2 Consumer Culture and Behaviour
Student Assignment Semester 2 2015
This assignment is 100% of the module grade.
Part 2 Submission Deadline: Tuesday 12th May 2015 9am: 80% overall assignment.
Hard copy should be submitted to the Postgraduate Student Advice Centre, electronic submission to turnitin. of a single Microsoft Office Word document.
Word count: 3000(+/- 10%) must be stated.
Arial 12 point type; single spaced preferred.
Work should be referenced using De Montfort University Faculty of Business and Law Referencing Guide.
It is expected that essays will utilise a minimum of 16 sources identified through independent research. Academic sources are expected to provide at least 50% of all references.
A bibliography is required in addition to references.

Essay Task:The internet has given rise to a wide range of innovations in recent years including Spotify, an internet music streaming service. Critically analyse the type of innovation Spotify represents, and the factors that have led to its successful adoption using the Diffusion of Innovation (Rogers, E. 1983) framework as a starting point, integrating other consumer behaviour theories with this as appropriate to support your argument. Ensure that in addition to an analysis of the specific prerequisites for successful adoption of Spotifyyou consider the types of adopters and the role culture plays. Your work should refer to academic Consumer Behaviour literature, citing a minimum of 16 contemporary sources (including a minimum of 8 peer reviewed journal articles)
Reference your report (refer toFaculty Guidelines), and check the finished work for spelling, grammar and typographical errors before submission
See Postgraduate grade descriptors for indicators relating to work quality and marking.

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