Network analysis in marketing

Cynthia M. Webster*, Pamela D. Morrison

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

55 Citations (Scopus)


Understanding relationships is fundamental to marketing. Research has moved beyond simple dyadic relations to examine how networks of relations influence behaviour. While network theory is frequently drawn upon in marketing, few researchers apply the formal network analytical techniques developed. The aim here is to make network analysis more accessible. In this paper we discuss the basic data requirements and use a large business-to-business communication network to demonstrate a number of network measures and theories that have been applied in marketing studies.

Original languageEnglish
Pages (from-to)8-18
Number of pages11
JournalAustralasian Marketing Journal
Issue number2
Publication statusPublished - 2004
Externally publishedYes


  • Communication networks
  • Marketing relationships
  • Network analysis


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