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Introduction

In: Networked Consumers

Author

Listed:
  • Steven D. Silver

Abstract

As is now evident to even a casual observer, network memberships continuously emerge from the natural settings of our everyday lives and can have pervasive effects on our attitudes and behavior (e.g. Castells 1996). This is nowhere more evident than in our interactions as consumers (Arena and Conein 2008; Birke 2009; de Valck, van Bruggen and Wierenga 2009; Kuenzel and Musters 2007). While analytics in personal consumption remain predominantly in representative agents, interactions between consumers have been introduced in a range of applications (Brass 1984; Cordes 2009; Harkola and Greve 1995; Knudsen 2008; Pentina, Prybutok and Zhang 2008). However, these applications have not comprehensively addressed the case where consumer interaction is organized by network membership.

Suggested Citation

  • Steven D. Silver, 2012. "Introduction," Palgrave Macmillan Books, in: Networked Consumers, chapter 1, pages 1-23, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36255-0_1
    DOI: 10.1057/9780230362550_1
    as

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