In this book, leading methodologists address the issue of how effectively to apply the latest developments in social network analysis to behavioural and social science disciplines. Topics examined include: ways to specify the network contents to be studied; how to select the method for representing network structures; how social network analysis has been used to study interorganizational relations via the resource dependence model; how to use a contact matrix for studying the spread of disease in epidemiology; and how cohesion and structural equivalence network theories relate to studying social influence. The book also offers some statistical models for social support networks.
Chapter 10: Marketing and Social Networks
Marketing and Social Networks
It is often alleged that for students of “elite” universities and business schools the “contacts” made as a student are at least as important as learning the curriculum. This tradition pays tribute to the importance of social networks in all domains including business. But, until recently, the academic, business, and marketing literature has paid disproportionately little attention to such networks and the opportunities they offer.
There are numerous signs that this period of neglect is ending. The Journal of Marketing Research recently published a very strong lead article (highly recommended as a companion paper to this chapter) on networks in marketing (Iacobucci & Hopkins, 1992), and Kotler (1991) has declared that future marketing practice must “focus on building ...