Social Network Analysis in Marketing

E-Marketing ◽  
2012 ◽  
pp. 185-197
Author(s):  
Przemyslaw Kazienko ◽  
Piotr Doskocz ◽  
Tomasz Kajdanowicz
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Relationships ◽  
Network Data ◽  
Social Network Data ◽  
The Social ◽  
Targeted Marketing ◽  
Potential Customers ◽  
Demographic Features

The chapter describes a method how to perform a classification task without any demographic features and based only on the social network data. The concept of such collective classification facilitates to identify potential customers by means of services used or products purchased by the current customers, i.e. classes they belong to as well as using social relationships between the known and potential customers. As a result, a personalized offer can be prepared for the new clients. This innovative marketing method can boost targeted marketing campaigns.

Social Network Analysis in Marketing

2011 ◽  
pp. 271-283
Author(s):  
Przemyslaw Kazienko ◽  
Piotr Doskocz ◽  
Tomasz Kajdanowicz
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Relationships ◽  
Network Data ◽  
Social Network Data ◽  
The Social ◽  
Targeted Marketing ◽  
Potential Customers ◽  
Demographic Features

The chapter describes a method how to perform a classification task without any demographic features and based only on the social network data. The concept of such collective classification facilitates to identify potential customers by means of services used or products purchased by the current customers, i.e. classes they belong to as well as using social relationships between the known and potential customers. As a result, a personalized offer can be prepared for the new clients. This innovative marketing method can boost targeted marketing campaigns.

Data Preprocessing for Dynamic Social Network Analysis

2013 ◽  
pp. 25-39 ◽  
Author(s):  
Preeti Gupta ◽  
Vishal Bhatnagar
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Data Preprocessing ◽  
Original Data ◽  
Network Data ◽  
Data Set ◽  
Social Network Data ◽  
Dynamic Social Network ◽  
The Social

The social network analysis is of significant interest in various application domains due to its inherent richness. Social network analysis like any other data analysis is limited by the quality and quantity of data and for which data preprocessing plays the key role. Before the discovery of useful information or pattern from the social network data set, the original data set must be converted to a suitable format. In this chapter we present various phases of social network data preprocessing. In this context, the authors discuss various challenges in each phase. The goal of this chapter is to illustrate the importance of data preprocessing for social network analysis.

Duality beyondPersons and Groups

2020 ◽  
pp. 391-413
Author(s):  
Sophie Mützel ◽  
Ronald Breiger
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Network Data ◽  
Future Directions ◽  
Affiliation Networks ◽  
The Social ◽  
Recent Developments ◽  
Principle Of Duality ◽  
Seminal Article

This chapter focuses on the general principle of duality, which was originally introduced by Simmel as the intersection of social circles. In a seminal article, Breiger formalized Simmel’s idea, showing how two-mode types of network data can be transformed into one-mode networks. This formal translation proved to be fundamental for social network analysis, which no longer needed data on who interacted with whom but could work with other types of data. In turn, it also proved fundamental for the analysis of how the social is structured in general, as many relations are dual (e.g. persons and groups, authors and articles, organizations and practices), and are thus susceptible to an analysis according to duality principles. The chapter locates the concept of duality within past and present sociology. It also discusses the use of duality in the analysis of culture as well as in affiliation networks. It closes with recent developments and future directions.

Application of Computer System in the Study of Sociology

2014 ◽  
Vol 926-930 ◽  
pp. 1680-1683
Author(s):  
Ying Ming Xu ◽  
Shu Juan Jin
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Computer Algorithms ◽  
Useful Knowledge ◽  
Social Network Data ◽  
Analysis Task ◽  
Original Analysis ◽  
The Social ◽  
The Relationship

With the development of information technology, more and more data about social to be collected. If we can analyze them effectively, it will help people to understand sociological understanding, promoting the development of social science. But the increasing amount of data and analysis to put forward a huge challenge. Now the social networks have already surpassed the processing ability of the original analysis means, must use a more effective tool to complete the analysis task. The computer as a way of helping people from massive data to find the potential useful knowledge tools, play an important role in many fields. Social network analysis, also known as link mining, refers to the handling of the relationship between social network data in the computer method. In this paper, the methods of computer and the social network analysis was introduced in this paper and the computer algorithms are summarized in the application of social network analysis.

An Introduction to Social Network Analysis for Personality and Social Psychologists

2017 ◽  
Vol 8 (4) ◽  
pp. 442-453 ◽  
Author(s):  
Allan Clifton ◽  
Gregory D. Webster
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Groups ◽  
Network Data ◽  
Personality Psychology ◽  
Social Network Data ◽  
And Behavior

Social network analysis (SNA) is a methodology for studying the connections and behavior of individuals within social groups. Despite its relevance to social and personality psychology, SNA has been underutilized in these fields. We first examine the paucity of SNA research in social and personality journals. Next we describe methodological decisions that must be made before collecting social network data, with benefits and drawbacks for each. We discuss common SNAs and give an overview of software available for SNA. We provide examples from the literature of SNA for both one-mode and two-mode network data. Finally, we make recommendations to researchers considering incorporating SNA into their research.

Using Social Network Analysis in the Classroom: An Experiential Activity and Tool to Enhance a Sense of Community

2018 ◽  
Vol 4 (3) ◽  
pp. 204-218
Author(s):  
Mary B. Dunn
Keyword(s):  
Social Capital ◽  
Social Networks ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Sense Of Community ◽  
Network Analyses ◽  
Social Network Data ◽  
The Social ◽  
Social Network Analyses

This article presents an experiential exercise where students learn the basics of social network analysis, relate social networks to social capital, and analyze their own networks in the classroom. Instructors of all types of courses at both the undergraduate and graduate levels can use this activity to teach students about social networks and build a greater sense of community in the classroom. This article provides instructions for collecting students’ social network data, teaching students about social networks as the basis for social capital, guiding students through basic social network analyses, and facilitating a discussion about ways to increase social capital for individuals and collectives. While engaging in this activity, students have opportunities to interact with other students and build high-quality relationships. In doing so, this exercise can facilitate a greater sense of community in the classroom, enrich the social capital for the collective, and promote students’ learning.

What Is Special About Social Network Analysis?

Methodology ◽  
2006 ◽  
Vol 2 (1) ◽  
pp. 2-6 ◽  
Author(s):  
Marijtje A. J. van Duijn ◽  
Jeroen K. Vermunt
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Statistical Models ◽  
Network Modeling ◽  
Network Data ◽  
Short Introduction ◽  
Social Network Data ◽  
Social Network Modeling ◽  
Recent Developments

In a short introduction on social network analysis, the main characteristics of social network data as well as the main goals of social network analysis are described. An overview of statistical models for social network data is given, pointing at differences and similarities between the various model classes and introducing the most recent developments in social network modeling.

The Multilevel p2 Model

Methodology ◽  
2006 ◽  
Vol 2 (1) ◽  
pp. 42-47 ◽  
Author(s):  
Bonne J. H. Zijlstra ◽  
Marijtje A. J. van Duijn ◽  
Tom A. B. Snijders
Keyword(s):  
Social Network ◽  
Network Data ◽  
Mcmc Algorithm ◽  
Independent Observation ◽  
Single Observation ◽  
Multiple Networks ◽  
Social Network Data ◽  
Multiple Observations ◽  
Practical Support ◽  
The Social

The p 2 model is a random effects model with covariates for the analysis of binary directed social network data coming from a single observation of a social network. Here, a multilevel variant of the p 2 model is proposed for the case of multiple observations of social networks, for example, in a sample of schools. The multilevel p 2 model defines an identical p 2 model for each independent observation of the social network, where parameters are allowed to vary across the multiple networks. The multilevel p 2 model is estimated with a Bayesian Markov Chain Monte Carlo (MCMC) algorithm that was implemented in free software for the statistical analysis of complete social network data, called StOCNET. The new model is illustrated with a study on the received practical support by Dutch high school pupils of different ethnic backgrounds.

The Oxford Handbook of Social Networks

2020 ◽  
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Social Life ◽  
Information Science ◽  
Computational Social Science ◽  
The Social ◽  
Diverse Field ◽  
The Rich

Social networks fundamentally shape our lives. Networks channel the ways that information, emotions, and diseases flow through populations. Networks reflect differences in power and status in settings ranging from small peer groups to international relations across the globe. Network tools even provide insights into the ways that concepts, ideas and other socially generated contents shape culture and meaning. As such, the rich and diverse field of social network analysis has emerged as a central tool across the social sciences. This Handbook provides an overview of the theory, methods, and substantive contributions of this field. The thirty-three chapters move through the basics of social network analysis aimed at those seeking an introduction to advanced and novel approaches to modeling social networks statistically. The Handbook includes chapters on data collection and visualization, theoretical innovations, links between networks and computational social science, and how social network analysis has contributed substantively across numerous fields. As networks are everywhere in social life, the field is inherently interdisciplinary and this Handbook includes contributions from leading scholars in sociology, archaeology, economics, statistics, and information science among others.

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