Social Networks and their Economics (ePub)

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 href="http://www.wiley.com/go/social_networks">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.