Social Networks and Communities

Donatella Padua ()

Chapter 2 in Trust, Social Relations and Engagement, 2012, pp 20-32 from Palgrave Macmillan

Abstract: Executive summary Social networks and communities are expressions of people’s need for close relationships, for a sense of belonging and of sharing the same interests, values, experiences. While communities’ connectivity generates a viral environment which is difficult for institutions to control, sharing between institutions and communities helps in personalizing relationships, to produce loyalty and to source information useful to understand stake-holders’ needs, tastes and behaviours. These new possibilities clear the way for new models of brand-stakeholder value creation. Sociology offers ten key learnings on different aspects of the relations between social networks and communities, their structures and dynamics, engagement, trust, online-offline interactions and other strategic approaches.

Keywords: Social Network; Online Community; Virtual Community; Knowledge Capital; Connected Community (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-39125-3_2

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DOI: 10.1057/9780230391253_2

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