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Informationen zum Autor Daniel Birke , Visiting Researcher, Aston Business School, Birmingham, and works in a leading international management consultancy in Germany. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis 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 2.3 Social network analysis: Key findings from sociology 24 2.4 Key findings from physics research into complex networks 30 2.5 Empirical research on social networks and network effects 32 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 3.8 Model results 62 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...
