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Social Network Analysis

In: Handbook of Market Research

Author

Listed:
  • Hans Risselada

    (University of Groningen)

  • Jeroen Ochtend

    (University of Zürich)

Abstract

The increased awareness about the presence of social effects in consumer networks has inspired marketers to better understand and address the needs of their consumers through network analyses. In this chapter we consider network analyses as a set of techniques which allows researchers to analyze how the social structure of relationships around consumers affects their attitudes and behavior, and vice versa, how attitudes and behavior may affect the social structure. We focus on the types of network analyses that are currently most prominent within the field of marketing. We provide basic network theory and notation with references to key publications in the field. We also provide suggestions for software (packages) and useful functions including code snippets to support researchers and practitioners in setting up their first social network analyses. At the end of the chapter we discuss several more advanced network analysis methods and list several resources that might be useful to the interested reader.

Suggested Citation

  • Hans Risselada & Jeroen Ochtend, 2022. "Social Network Analysis," Springer Books, in: Christian Homburg & Martin Klarmann & Arnd Vomberg (ed.), Handbook of Market Research, pages 693-717, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-57413-4_27
    DOI: 10.1007/978-3-319-57413-4_27
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