The Impact of Product Radicality on Innovation Diffusion: The Mediating Roles of Public Relations Effectiveness and Brand Personality

Abstract

This study investigates the impact of product radicality on new innovation diffusion, examining the mediating roles of public relations effectiveness and brand personality. Using the 2007 iPhone launch by Apple Inc. as an empirical context, the research explores how radical product characteristics influence market diffusion directly and indirectly through strategic communication and brand perception mechanisms. A quantitative, conclusive descriptive research design was adopted. Data were collected from 509 respondents aged 30 years and above using purposive sampling. A structured online questionnaire was administered, incorporating a video stimulus of the launch presentation to enhance recall accuracy. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS 4 to test direct, indirect, and mediation relationships. The findings reveal that product radicality has a significant positive effect on innovation diffusion, brand personality, and PR effectiveness. PR effectiveness significantly influences both brand personality and innovation diffusion. Brand personality emerges as a strong predictor of innovation diffusion. Mediation analysis confirms that PR effectiveness and brand personality mediate the relationship between product radicality and innovation diffusion. The model explains 63.5% of the variance in innovation diffusion. This study contributes to innovation diffusion theory by integrating public relations and brand personality into a mediation framework. It advances theoretical understanding by positioning PR effectiveness as a strategic mechanism that amplifies the market impact of radical innovations. Findings provide actionable insights for managers launching radical products, emphasizing the importance of aligning product radicality, PR execution, and brand personality to accelerate market diffusion