Social networks

Dawn Iacobucci

Chapter 11 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 146-156 from Edward Elgar Publishing

Abstract: This chapter introduces concepts and methods of social networks. Social networks are composed of actors and the relational ties that bind them. Actors or nodes can be consumers, companies, and brands, and they may be linked by ties representing liking, following, endorsing, etc. Numerous methods facilitate the analysis of network structures. Actors can be compared by examining their centralities to determine their likely importance and influence. For example, diffusion and word of mouth have long been embraced as important by marketers, consumer behavior researchers, and managers, and social networks help track these processes. Groups within the network can be identified as cliques or structurally equivalent actors. The network as a whole can be assessed for its overall density. These methods are presented and illustrated.

Keywords: Psychology; Consumer behavior; Social networks; Centrality; Influencers; Social media (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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