“…The process initiates with product creation and ends at final adoption or rejection by consumers; organisations create sources of innovation and offer it to the market or consumers exposed to innovation mentally decide about accepting and adopting the innovation (Rogers, 2010). This process is inappropriate when innovation is not embraced by the end users or restricted to the innovators only (Mannan & Haleem, 2017). Consequently, researchers have been focusing on the issue of innovation adoption with highly fragmented literature focused on social system variables (Risselada, Verhoef, & Bijmolt, 2014), personality variables (Hussain & Rashidi, 2015), financial variables (Reinhardt & Gurtner, 2015), branding factors (Moons & De Pelsmacker, 2016), marketing factors (Risselada et al, 2014), environmental variables (Wisdom, Chor, Hoagwood, & Horwitz, 2014) and innovation related variables to increase an organisation's competitiveness, market share, brand image, profitability, revenues and growth (Reinhardt & Gurtner, 2015).…”