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Author: Seung Hwan (Mark) Lee
Publisher:
ISBN:
Category :
Languages : en
Pages : 284
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Book Description
This dissertation contains three essays that investigate how a consumer's social network position (i.e., a person's location within a web of relationships) plays an important role in the way that consumer influences and exchanges information with others. Using social capital theory as the conceptual framework, I demonstrate that a consumer's location within a network (network centrality) has an effect on their ability to influence others and, conversely, on others' ability to influence them. I also show that network positions influence the type of information that is sought from others (information about the self or information about others). Moreover, I demonstrate that people's perceptions of their own social capital may not coincide with their actual stores of social capital, revealing how this discrepancy may yield certain social benefits and social costs. Together, the findings of this research contribute to our understanding of consumer networks and further emphasize the relevance and importance of social network positions and social capital. Essay 1 provides a framework for understanding the association between network centrality and the flow of consumer influence. Overall, people see themselves as opinion leaders when they perceive that they are central (i.e., popular) within their networks. However, these self-assessments are sometimes at odds with the perceptions of the rest of the network members. Counter-intuitively, the findings demonstrate that consumers who perceive themselves to be central in networks are quite susceptible to the influence of others. Essay 2 further extends the investigation of network centrality to information-seeking behavior. The results demonstrate that network centrality is positively related to a consumer's rate of seeking information from other network members. Interestingly, people occupying degree central positions tend to seek information about their own consumer behavior (i.e., feedback), while people occupying betweenness central positions tend to seek information about the behavior of other consumers. Finally, Essay 3 focuses on the instrumental and detrimental role of the individual's materialism in social network development. Based on an experimental study and a separate longitudinal field study of a social network, I demonstrate that materialistic consumers are susceptible to a perceptual network fallacy (a mismatch between individuals' perceptions of their social networks versus their actual social networks, as rated by others) over time. Results from the longitudinal field study demonstrate that materialistic individuals overestimated the number of friends they had in their social networks in two separate time periods. Further, materialistic individuals overestimated the growth of their social networks over time. A follow-up experimental study reveals that materialistic consumers overestimated the extent to which others desired to develop friendships with them. Using the latest social network analysis techniques, I demonstrate the unique advantages and disadvantages of occupying central positions in social networks.
Author: Seung Hwan (Mark) Lee
Publisher:
ISBN:
Category :
Languages : en
Pages : 284
Get Book Here
Book Description
This dissertation contains three essays that investigate how a consumer's social network position (i.e., a person's location within a web of relationships) plays an important role in the way that consumer influences and exchanges information with others. Using social capital theory as the conceptual framework, I demonstrate that a consumer's location within a network (network centrality) has an effect on their ability to influence others and, conversely, on others' ability to influence them. I also show that network positions influence the type of information that is sought from others (information about the self or information about others). Moreover, I demonstrate that people's perceptions of their own social capital may not coincide with their actual stores of social capital, revealing how this discrepancy may yield certain social benefits and social costs. Together, the findings of this research contribute to our understanding of consumer networks and further emphasize the relevance and importance of social network positions and social capital. Essay 1 provides a framework for understanding the association between network centrality and the flow of consumer influence. Overall, people see themselves as opinion leaders when they perceive that they are central (i.e., popular) within their networks. However, these self-assessments are sometimes at odds with the perceptions of the rest of the network members. Counter-intuitively, the findings demonstrate that consumers who perceive themselves to be central in networks are quite susceptible to the influence of others. Essay 2 further extends the investigation of network centrality to information-seeking behavior. The results demonstrate that network centrality is positively related to a consumer's rate of seeking information from other network members. Interestingly, people occupying degree central positions tend to seek information about their own consumer behavior (i.e., feedback), while people occupying betweenness central positions tend to seek information about the behavior of other consumers. Finally, Essay 3 focuses on the instrumental and detrimental role of the individual's materialism in social network development. Based on an experimental study and a separate longitudinal field study of a social network, I demonstrate that materialistic consumers are susceptible to a perceptual network fallacy (a mismatch between individuals' perceptions of their social networks versus their actual social networks, as rated by others) over time. Results from the longitudinal field study demonstrate that materialistic individuals overestimated the number of friends they had in their social networks in two separate time periods. Further, materialistic individuals overestimated the growth of their social networks over time. A follow-up experimental study reveals that materialistic consumers overestimated the extent to which others desired to develop friendships with them. Using the latest social network analysis techniques, I demonstrate the unique advantages and disadvantages of occupying central positions in social networks.
Author: Christophe Van den Bulte
Publisher: Pearson Education
ISBN: 0137015097
Category : Business & Economics
Languages : en
Pages : 37
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Book Description
Social networks and word-of-mouth marketing are increasingly important, yet few current practices are based on a deep understanding of how the structure of networks can affect customer behavior and marketing outcomes. This chapter offers some critical observations on current word-of-mouth marketing practices and identifies four key questions that managers need to ask themselves before engaging in campaigns designed to leverage customer networks: Can we be confident that interpersonal influence or social contagion is really important? Why exactly would social contagion occur? Should we target key influentials? Can we identify and target those influentials? The answers to these questions cannot be taken for granted.
Author: Ernesto Estrada
Publisher: Oxford University Press
ISBN: 019959175X
Category : Computers
Languages : en
Pages : 478
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Book Description
The book integrates approaches from mathematics, physics and computer sciences to analyse the organisation of complex networks. Every organisational principle of networks is defined, quantified and then analysed for its influences on the properties and functions of molecular, biological, ecological and social networks.
Author: Alhamzah Alnoor
Publisher: Springer Nature
ISBN: 9811965099
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
This book goes into a detailed investigation of adapting artificial neural network (ANN) and structural equation modeling (SEM) techniques in marketing and consumer research. The aim of using a dual-stage SEM and ANN approach is to obtain linear and non-compensated relationships because the ANN method captures non-compensated relationships based on the black box technology of artificial intelligence. Hence, the ANN approach validates the results of the SEM method. In addition, such the novel emerging approach increases the validity of the prediction by determining the importance of the variables. Consequently, the number of studies using SEM-ANN has increased, but the different types of study cases that show customization of different processes in ANNs method combination with SEM are still unknown, and this aspect will be affecting to the generation results. Thus, there is a need for further investigation in marketing and consumer research. This book bridges the significant gap in this research area. The adoption of SEM and ANN techniques in social commerce and consumer research is massive all over the world. Such an expansion has generated more need to learn how to capture linear and non-compensatory relationships in such area. This book would be a valuable reading companion mainly for business and management students in higher academic organizations, professionals, policy-makers, and planners in the field of marketing. This book would also be appreciated by researchers who are keenly interested in social commerce and consumer research.
Author: Dawn Iacobucci
Publisher: SAGE Publications
ISBN: 1452248737
Category : Business & Economics
Languages : en
Pages : 465
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Book Description
Written by a group of top American and international scholars, Networks in Marketing provides an overview of what networks are and how they are used in marketing management practices. This timely volume examines a variety of topics, including customer-to-customer and business-to-business networks, relationships as investment opportunities, and strategic alliances. It also looks at market dynamics, specifically brand switching and the structure of consumer networks. In addition to these major topics, a stellar cast of marketing scholars--Lou Stern, Robert Spekman, Joseph Galaskiewicz, and others--contributes mini chapters that reflect on their own research and expertise. The final chapter explores several advanced methodological issues and discusses directions for future research. Researchers and professionals in marketing, consumer behavior, relationship marketing, and methodologists will find the information provided in this volume valuable. This book may also be of interest to organizational networkers and traditional social network scholars.
Author: Tiina Salonen
Publisher: BoD – Books on Demand
ISBN: 389936998X
Category : Business & Economics
Languages : en
Pages : 410
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Book Description
In the recent years the number of industrial parks has grown rapidly worldwide driven by economic policies and industrial restructuring. The high resource consumption and prices as well as stringent environmental policies and laws have pushed the strategic importance of efficient resources management. Due to the proximity of companies, industrial parks offer potential for the development of interorganizational resource exchanges, in terms of energy and waste, infrastructure sharing and joint services. Utilizing this potential enhances the resource efficiency and added value of companies while often reducing their environmental impacts. Efficient management of resources in industrial parks requires an appropriate management concept. However, the research and literature on the management of industrial parks is very limited. As a solution the author introduces the concept for integrated resources management. The theoretical status quo of the concept is studied from the perspective of industrial ecology with the conclusion that the approach lacks a strategic management dimension. To tackle the problem, the author draws upon the strategic management and organizational theories as well as the approaches of network and environmental management. The empirical insights into the concept are sought by analyzing applied practices to network and resources management in industrial parks. The case studies comprise representative examples of successful industrial restructuring from Germany such as DOW ValuePark(R) and Chemical Industrial Park Marl and showcases of China's economic policy such as Shanghai Chemical Industry Park and Tianjin Economic and Technological Development Area. A reader will find in this book a sound theoretical framework to accommodate further research and practical decision support to manage resource problems characterized by conflicting stakeholder interests.
Author: Steering Committee on the Changing Nature of Telecommunications/Information Infrastructure
Publisher: National Academies Press
ISBN: 0309586984
Category : Computers
Languages : en
Pages : 241
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Book Description
Advancement of telecommunications and information infrastructure occurs largely through private investment. The government affects the rate and direction of this progress through regulation and public investment. This book presents a range of positions and perspectives on those two classes of policy mechanism, providing a succinct analysis followed by papers prepared by experts in telecommunications policy and applications.
Author: Peter Groenewegen
Publisher: Emerald Group Publishing
ISBN: 1787144348
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
This volume explores recent advances in network research, strengthening theorizing on social structures and meaning in and between organizational networks. The volume will interest researchers seeking to explain organizational phenomena through the analysis of communications and information from archival/secondary electronic sources.
Author: Marjolein J. W. Harmsen - van Hout
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In this paper we study the structure of the bilateral communication links within Online Consumer Communication Networks (OCCNs), such as virtual communities. Compared to the offline world, consumers in online networks are highly flexible to choose their communication partners and little is known about how this affects communication exchange structures. We analyze these structures by using a general approach from the game-theoretic literature of social and economic network formation where individuals trade off the cost of forming and maintaining links against the potential rewards of doing so, which results in a stable network structure. In our analysis, a combination of aspects common to OCCNs is incorporated that has not been investigated in this literature until now. First, the negative externality of communication specificity is included in the sense that the more direct connections an individual has to maintain with other individuals, the less she is able to specify her attention per link within her total time available. Therefore, the additive value per individual of her communications declines with an increasing number of links, and she also derives less additive value per individual from others with an increasing number of links. Second, a distinction is made between the social and informational value of communication, where informational communication value is assumed to be transferable via indirect links, whereas social communication value is not transferable. Analytical results are derived by using the concept of pairwise stability. A tendency towards fragmented pairwise stable structures - consisting of small, disjoint (star) components - is discovered, which can be attributed to the joint effect of the two aspects mentioned. We demonstrate that only some of the pairwise stable structures provide optimal welfare (total payoffs), and that the relative focus on informational versus social value of communication affects this welfare.
Author: Hua-Wei Shen
Publisher: Springer Science & Business Media
ISBN: 3642318215
Category : Computers
Languages : en
Pages : 128
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Book Description
Community structure is a salient structural characteristic of many real-world networks. Communities are generally hierarchical, overlapping, multi-scale and coexist with other types of structural regularities of networks. This poses major challenges for conventional methods of community detection. This book will comprehensively introduce the latest advances in community detection, especially the detection of overlapping and hierarchical community structures, the detection of multi-scale communities in heterogeneous networks, and the exploration of multiple types of structural regularities. These advances have been successfully applied to analyze large-scale online social networks, such as Facebook and Twitter. This book provides readers a convenient way to grasp the cutting edge of community detection in complex networks. The thesis on which this book is based was honored with the “Top 100 Excellent Doctoral Dissertations Award” from the Chinese Academy of Sciences and was nominated as the “Outstanding Doctoral Dissertation” by the Chinese Computer Federation.
