Reveals how consumer choice can be better understood and influenced using social networks analysis (SNA) Intuitively, we all appreciate that we can be influenced by our friends and peers in what we do, how we behave, and what products we consume. Until recently, it has been difficult to measure this interdependence, mainly because data on social networks was difficult to collect and not readily available. More and more companies such as mobile phone carriers or social networking sites such as Facebook are collecting such data electronically. Daniel Birke illustrates in compelling real-world case studies how companies use social networks for marketing purposes and which statistical analysis and unique datasets can be used. Social Networks and their Economics: Explores network effects and the analysis of social networks, whilst providing an overview of the state-of-the art research. Looks at consumption interdependences between friends and peers: Who is influencing who through which channels and to what degree? Presents statistical methods and research techniques that can be used in the analysis of social networks. Examines SNA and its practical application for marketing purposes. Features a supporting website www.wiley.com/go/social-networks featuring SNA visualizations and business case studies. Aimed at post-graduate students involved in social network analysis, industrial economics, innovation and consumer marketing, this book offers a unique perspective from both an academic and practitioner point of view on how social networks can help understand and influence consumer behaviour. This book will prove to be a useful resource for marketing practitioners from companies where social network data is available and for consulting companies who advise businesses on marketing and social media related issues.
List of figures ix List of tables xi Preface xv Acknowledgements xvii 1 Consumer choice in social networks 1 1.1 Motivation 1 1.2 Using mobile telecommunications to illustrate the economics of social networks 3 1.3 Structure of the book 4 1.4 Why you should read this book 6 References 9 2 Research into social networks in economics, sociology and physics 11 2.1 Introduction 12 2.2 The economics of networks: Key findings from economics and marketing 13 2.2.1 Introduction 13 2.2.2 Definition of network effects 14 2.2.3 Direct network effects 15 2.2.4 Indirect network effects 17 2.2.5 Implications for company strategies 18 2.3 Social network analysis: Key findings from sociology 24 2.3.1 A short history 24 2.3.2 Network analysis basics 27 2.3.3 Design of social network studies 29 2.4 Key findings from physics research into complex networks 30 2.5 Empirical research on social networks and network effects 32 2.5.1 Introduction 32 2.5.2 Big data: Massive electronic social networks 32 2.5.3 Challenges when identifying causal relationships in social networks 33 2.5.4 Empirical strategies to identifying causal effects in social networks 35 2.5.5 Empirical challenges and advances in the economics of network literature 38 2.6 Summary 40 References 40 3 Marketing in social networks: The iPhone 47 3.1 Executive summary 47 3.2 Case study 1: Social network and viral marketing 48 3.3 Case study 2: Social advertising on Facebook 52 3.4 Introduction to the empirical study 54 3.5 Product diffusion in social networks 55 3.6 Modelling diffusion in social networks 57 3.7 Model estimation 59 3.7.1 Description of the data used: Very large-scale mobile network 59 3.7.2 Description of the statistical method used: Survival analysis 60 3.8 Model results 62 3.8.1 Non-parametric tests 62 3.8.2 Variable definitions 63 3.8.3 Model results: Impact of the social network on iPhone adoption 64 3.8.4 iPhone virality over time 65 3.9 Discussion 67 References 68 4 Switching and churn in social networks 71 4.1 Executive summary 71 4.2 Case study: Customer retention in social networks 72 4.3 Introduction to the empirical study 75 4.4 Key findings from the switching cost literature 76 4.5 Modelling concept 78 4.6 Description of the data used: Another large-scale mobile network 79 4.7 Model results 81 4.7.1 Non-parametric tests 81 4.7.2 Variable definitions 81 4.7.3 Model results: Impact of the social network on customer churn 83 4.7.4 Robustness tests 85 4.8 Discussion 86 References 88 5 How social networks influence consumer choice of mobile phone carriers in the UK, Europe and Asia 91 5.1 Executive summary 92 5.2 Case study: Using homophily for social network marketing 92 5.2.1 Mobile phone carriers 93 5.2.2 Online retailers 95 5.2.3 Online social networks 95 5.3 Introduction to the empirical study 96 5.4 Methodology 98 5.4.1 Design of the social network survey 98 5.4.2 Description of the statistical approach used: Quadratic assignment procedure 100 5.5 Understanding the properties of the social networks 102 5.5.1 Descriptive social network statistics 102 5.5.2 Graphical analysis of a social network 106 5.6 The impact of friendship on operator choice 108 5.7 Robustness of results 112 5.7.1 Non-respondents 112 5.7.2 QAP and multicollinearity 114 5.7.3 Ethnicity 116 5.8 Are stronger relationships more influential? 117 5.9 Friendship networks and choice of handset brand 120 5.10 Multi-country case study of operator choice in social networks 122 5.10.1 Malaysia 123 5.10.2 The Netherlands 124 5.10.3 Italy 127 5.10.4 Cross-country comparison 132 5.11 Discussion 133 References 134 6 Coordination of mobile operator choice within households 137 6.1 Executive summary 138 6.2 Case study: Social network marketing to communities 138 6.2.1 International communities 139 6.2.2 Families 140 6.3 Introduction to the empirical study 142 6.4 Data 143 6.5 Descriptive statistics 144 6.6 T
(0 Comentarios)
