The article provides an overview of the current state of diffusion research and takes a critical look at the central reference points of research on the diffusion of innovations. Diffusion research has been shaped by Everett M. Roger’s diffusion concept and related further developments, which have been fruitful for practical application. The perspective shaped by Rogers and still adopted by large parts of diffusion research proves to be too narrow to capture the diverse innovation and diffusion phenomena between individuals, networks, organizations, and various societal actor groups. The concentration of research on the primarily economically motivated diffusion of technological innovation in particular represents a narrowing of earlier sociological concepts. As will be shown, a number of sociological approaches (in particular, practice theories and concepts of social innovation) make it possible to model more complex forms of the relationship between innovation and diffusion and the associated interaction and collaboration processes, thus contributing to the underpinning of a new innovation paradigm. After a discussion of the strengths and weaknesses of the Rogersian paradigm, a return to the sociological origins of diffusion research is advocated, referring to Gabriel Tarde’s social theory and theories of social practice.