SOCIAL NETWORK ANALYSIS METHOD FOR IDENTIFYING CONSUMERS’ ATTITUDES CONTAGION Cover Image

Marketingowe badanie zgodnosci i zarazliwosci postaw konsumenckich na podstawie analizy sieci spolecznych
SOCIAL NETWORK ANALYSIS METHOD FOR IDENTIFYING CONSUMERS’ ATTITUDES CONTAGION

Author(s): Anita Zbieg
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: SOCIAL NETWORK ANALYSIS; MARKETING RESEARCH OF ATTITUDES; CONSUMERS’ ATTITUDES CONTAGION; HOMOPHILY; ATTITUDES SPREAD

Summary/Abstract: The article proposes a marketing research method for investigating both con¬sumer attitudes and network of social relations. The analysis of literature has identified three mechanisms explaining the similarity among people connected in a social network: homoph¬ily, confounding and social contagion. Among the three mechanisms, only social contagion is influenced by the direction of the relations. Therefore analyzing correlations between at¬titudes in the Ego network separately for different types of relations (outgoing, incoming and mutual), we can infer the social contagion of the consumers’ attitude. The article contains a proposal of a method and procedure for identifying consumers’ attitudes contagion by iden¬tifying and analyzing customers’ social network.

  • Issue Year: 2011
  • Issue No: 06
  • Page Range: 48-55
  • Page Count: 8
  • Language: Polish