Zaefarian, G orcid.org/0000-0001-5824-8445, Misra, S, Koval, M et al. (1 more author) (2022) Editorial: Social Network Analysis in Marketing: A Step-by-Step Guide for Researchers. Industrial Marketing Management, 107. A11-A24. ISSN 0019-8501
Abstract
In a business-to-business setting, social networks comprise direct and indirect connections between firms that provide access to new information, knowledge, and resources that otherwise may not be available to the firms. Social network analysis (SNA), which refers to studying and mapping social structures through graph theory, has been widely used in many social science fields, including management. The interest in SNA is also growing among marketing scholars. This editorial discusses the main aspects of SNA and provides a step-by-step guide to researchers on how to conduct SNA in marketing, with a particular focus on the interorganizational context. The purpose of this editorial is to encourage social network research within marketing. We introduce key theoretical constructs in SNA, discuss their operationalization, and offer detailed instructions on constructing them using UCINET 6 (a common software package to implement SNA). The practical application of SNA is made on strategic alliance data collected from the Securities Data Company (SDC) Platinum database.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022 Elsevier Inc. All rights reserved. This is an author produced version of an article published in Industrial Marketing Management. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Social networks; Social network analysis (SNA); Step-by-step guide; UCINET 6 |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 14 Oct 2022 11:14 |
Last Modified: | 20 Oct 2024 00:13 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.indmarman.2022.10.003 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:191887 |