Abstract
It appears networks arise in every sphere of human activity (Batten et al., 1996). This article focuses on social networks in which consumers are embedded. Despite the widely acknowledged significance of consumer networks, social network theory has rarely been integrated into marketing theory (Reingen, 1994). This peculiar absence will be addressed in the following. First, a marketing view will be proposed extending the classical dyadic relationship view to a triad. Furthermore, an aggregated marketing model will be outlined that views word of mouth not only as an output variable, but as variable that can be influenced. Implications are given in order to initiate, stimulate and control social interaction between consumers – excluding mass communications.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2009 |
| Editors | Dewi Tojib |
| Place of Publication | Australia |
| Publisher | ANZMAC |
| Pages | 1-8 |
| Number of pages | 8 |
| ISBN (Print) | 1863081585 |
| Publication status | Published - 2009 |
| Externally published | Yes |
| Event | Australian and New Zealand Marketing Academy Conference (2009) - Melbourne Duration: 30 Nov 2009 → 2 Dec 2009 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2009) |
|---|---|
| City | Melbourne |
| Period | 30/11/09 → 2/12/09 |
Keywords
- Social Networks
- Network Perspective in Marketing
- Word of Mouth
- Consumer-to-Consumer Interaction (C2C)