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Social Networks and Communities

In: Trust, Social Relations and Engagement

Author

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  • Donatella Padua

Abstract

Executive summary Social networks and communities are expressions of people’s need for close relationships, for a sense of belonging and of sharing the same interests, values, experiences. While communities’ connectivity generates a viral environment which is difficult for institutions to control, sharing between institutions and communities helps in personalizing relationships, to produce loyalty and to source information useful to understand stake-holders’ needs, tastes and behaviours. These new possibilities clear the way for new models of brand-stakeholder value creation. Sociology offers ten key learnings on different aspects of the relations between social networks and communities, their structures and dynamics, engagement, trust, online-offline interactions and other strategic approaches.

Suggested Citation

  • Donatella Padua, 2012. "Social Networks and Communities," Palgrave Macmillan Books, in: Trust, Social Relations and Engagement, chapter 2, pages 20-32, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-39125-3_2
    DOI: 10.1057/9780230391253_2
    as

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