De l'importance des réseaux sociaux en marketing

Sylvie Chabi

Reflets et perspectives de la vie économique, 2008, vol. XLVII, issue 2, 95-102

Abstract: In this paper, the aim is to show that social network analysis (SNA) can bring new explanations to old marketing problems. The history of SNA is now a long one but the last results, in particular those found by physicists, are very important in many disciplines and also in marketing. For example, the presence of leaders in many real networks can be explained by those new developpements. The importance of power laws and the notion of preferential attachment are also discussed.

Keywords: social network analysis; power laws; marketing; small world phenomenon; preferential attachment; scale free network (search for similar items in EconPapers)
Date: 2008
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