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 Spotify you 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)