Author : Daniel Birke
Publisher : Wiley
Page : 216 pages
File Size : 46,7 Mb
Release : 2013-10-07
Category : Mathematics
ISBN : 111845765X
Social Networks and their Economics by Daniel Birke Pdf
Reveals how consumer choice can be better understood andinfluenced using social networks analysis (SNA) Intuitively, we all appreciate that we can be influenced by ourfriends and peers in what we do, how we behave, and what productswe consume. Until recently, it has been difficult to measure thisinterdependence, mainly because data on social networks wasdifficult to collect and not readily available. More and morecompanies such as mobile phone carriers or social networking sitessuch as Facebook are collecting such data electronically. DanielBirke illustrates in compelling real-world case studies howcompanies use social networks for marketing purposes and whichstatistical 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 andpeers: Who is influencing who through which channels and to whatdegree? Presents statistical methods and research techniques that canbe used in the analysis of social networks. Examines SNA and its practical application for marketingpurposes. Features a supporting website ahref="http://www.wiley.com/go/social_networks"www.wiley.com/go/social_networks/a featuring SNA visualizations and business case studies. Aimed at post-graduate students involved in social networkanalysis, industrial economics, innovation and consumer marketing,this book offers a unique perspective from both an academic andpractitioner point of view on how social networks can helpunderstand and influence consumer behaviour. This book will proveto be a useful resource for marketing practitioners from companieswhere social network data is available and for consulting companieswho advise businesses on marketing and social media related issues.