Social Networks and their Economics : Influencing Consumer Choice

Presents statistical methods and research techniques that can be used in the analysis of social networks. Examines SNA and its practical application for marketing purposes. Features a supporting website "http:// /go/social_networks" /go/social_networks featuring SNA visualizations and business case studies. Aimed at post-graduate students involved in social network analysis, industrial economics, innovation and consumer marketing, this book offers a unique perspective from both an academic and practitioner point of view on how social networks can help understand and influence consumer behaviour. This book will prove to be a useful resource for marketing practitioners from companies where social network data is available and for consulting companies who advise businesses on marketing and social media related issues. [Publisher's Text]

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