This chapter provides an overview of social networks, the basic discipline from which ideas and terminology are drawn when characterizing popular phenomena such as "social networking" 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.
- ISBN10 0137024630
- ISBN13 9780137024636
- Publish Date 18 May 2009
- Publish Status Active
- Publish Country GB
- Imprint FT Publishing International
- Format eBook
- Pages 22
- Language English