Details

Autor(en) / Beteiligte

• Birke, Daniel

Titel

Social networks and their economics : influencing consumer choice [electronic resource]

Auflage

1st ed

Link zum Volltext

• Wiley Online Library - AutoHoldings Books

Beschreibungen/Notizen

• Description based upon print version of record.
• Includes bibliographical references and index.
• Preface -- Acknowledgements -- List of tables -- List of figures -- How social networks influence consumer choice and how to analyse these processes -- Research into social networks in economics, sociology and physics -- Marketing in social networks : the iPhone -- Switching and churn in social networks -- How social networks influence consumer choice of mobile phone carriers in the UK, Europe and Asia -- Coordination of mobile operator choice within households -- Pricing strategy : how prices influence consumer behaviour in social networks -- Conclusion -- Appendix A: Success factors for viral marketing campaigns -- Appendix B: Student questionnaire.
• Reveals how consumer choice can be better understood and influenced using social networks analysis (SNA) Intuitively, we all appreciate that we can be influenced by our friends and peers in what we do, how we behave, and what products we consume. Until recently, it has been difficult to measure this interdependence, mainly because data on social networks was difficult to collect and not readily available. More and more companies such as mobile phone carriers or social networking sites such as Facebook are collecting such data electronically. Daniel Birke illustrates in compelling