Social networks in marketing research 2001–2014: a co-word analysis

Zongshui Wang (), Hong Zhao () and Yan Wang
Additional contact information
Zongshui Wang: University of Chinese Academy of Sciences
Hong Zhao: University of Chinese Academy of Sciences
Yan Wang: University of Chinese Academy of Sciences

Scientometrics, 2015, vol. 105, issue 1, No 5, 65-82

Abstract: Abstract This article aims to explore the evolution of social network in marketing research by analyzing the co-occurrence index and network structures of keywords. We find that the number of articles which subjective tittle consist of social networks within 19 marketing journals and 9 UTD (Utdallas list of top journals) management journals increase significantly and the number of keywords whose frequency are no less than two also grow dramatically since 2010, the network structures of keywords 2010–2014 become more dispersed shows as most of keywords’ centralities are between 0.32 and 0.63, and more keywords have strong relationships (Higher Cosine Index) with social networks or networks than 2001–2009. We also conclude that social network analysis has been mainly applied to study relationships, diffusion, influence, customer analysis, and enterprise management five subfields. Since mobile internet, intelligent devices, new media and digital technology are developing rapidly, social networks will be a powerful tool to study the related research fields.

Keywords: Social networks; Marketing research; Social network analysis; Co-word analysis; Evolution (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://link.springer.com/10.1007/s11192-015-1672-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:scient:v:105:y:2015:i:1:d:10.1007_s11192-015-1672-9

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/11192

DOI: 10.1007/s11192-015-1672-9

Access Statistics for this article

Scientometrics is currently edited by Wolfgang Glänzel

More articles in Scientometrics from Springer, Akadémiai Kiadó
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().