Skip to main content

Please enter a keyword and click the arrow to search the site

Modeling multiple relationships in social networks

Journal

Journal of Marketing Research

Subject

Marketing

Authors / Editors

Ansari A;Koenigsberg O;Stahl F

Biographies

Publication Year

2011

Abstract

Firms are increasingly seeking to harness the potential of social networks for marketing purposes. therefore, marketers are interested in understanding the antecedents and consequences of relationship formation within networks and in predicting interactivity among users. the authors develop an integrated statistical framework for simultaneously modeling the connectivity structure of multiple relationships of different types on a common set of actors. their modeling approach incorporates several distinct facets to capture both the determinants of relationships and the structural characteristics of multiplex and sequential networks. they develop hierarchical bayesian methods for estimation and illustrate their model with two applications: the first application uses a sequential network of communications among managers involved in new product development activities, and the second uses an online collaborative social network of musicians. the authors' applications demonstrate the benefits of modeling multiple relations jointly for both substantive and predictive purposes. they also illustrate how information in one relationship can be leveraged to predict connectivity in another relation.

Keywords

Social networks; Online networks; Bayesian; Multiple relationships; Sequential relationships

Available on ECCH

No


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox