This chapter provides an overview of social networks, the basic discipline from which ideas and terminology are drawn when characterizing popular phenomena such as asocial networkinga Internet sites like Facebook. The authors offer the reader a flavor of the theoretical and empirical research conducted by social network scholars since the 1930s. They explore how researchers have used social networks to generate and test economic, sociological, and organizational theories. They also examine broad insights from this research, as well as management implications in areas such as advertising, brands, loyalty, authenticity, and segmentation. The overriding message is that as power shifts from firms to social networks, companies have less control over their own destinies and need to pay more attention to networks.has more than 100 million global visitors and 200 million accounts; comScore 2007), such mass and diversity, though good for reach and ... to individual profile and behavior information is easier, but fraught with privacy problems, both legal and social (Weber 2007). ... There have been both successes (such as, BMWa#39;s a The Hire, a Chevy Tahoea#39;s apprenticechevy.com) and failures among the wide.
|Title||:||The Network Challenge (Chapter 5)|
|Author||:||Dawn Iacobucci, James Salter|
|Publisher||:||Pearson Education - 2009-05-19|