SOCIAL NETWORK ANALYSIS METHOD FOR IDENTIFYING CONSUMERS' ATTITUDES CONTAGION (Marketingowe badanie zgodnosci i zarazliwosci postaw konsu-menckich na podstawie analizy sieci spolecznych)

• Authors: Zbieg Anita
• Languages of publication: PL

Abstracts

EN

The article proposes a marketing research method for investigating both consumer attitudes and network of social relations. The analysis of literature has identified three mechanisms explaining the similarity among people connected in a social network: homophily, confounding and social contagion. Among the three mechanisms, only social contagion is influenced by the direction of the relations. Therefore analyzing correlations between attitudes 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 identifying and analyzing customers' social network.

Keywords

EN

ATTITUDES SPREAD; CONSUMERS’ ATTITUDES CONTAGION; HOMOPHILY; MARKETING RESEARCH OF ATTITUDES; SOCIAL NETWORK ANALYSIS

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Nauki o Zarządzaniu
• Year: 2011
• Issue: 6
• Pages: 48-55
• Document type: ARTICLE

Contributors

author

Zbieg Anita

• Anita Zbieg, Uniwersytet Ekonomiczny we Wroclawiu, Wydawnictwo, ul. Komandorska 118/120, 53-345 Wroclaw, Poland

Identifiers

CEJSH db identifier

11PLAAAA10824