Online Social Networks

The chapter is conceptual, based on analysis and synthesis of social network theory and e-consumer literature. Despite a broad spectrum of disciplines that investigate social networks and the interest of marketing practitioners in the consequences of social networks, there are still areas open for research into networked-consumer behavior in marketing. Based on previous theoretical and empirical research, this study examines and discusses the influence of social network structure and ties in matched dyads, recommendation diffusion, social contagion and co-consumption influence, and individual motivations to spread market information. The chapter proposes a theory of matched dyadic ties in close networks of connections as a proxy for information about the potential market that is difficult and expensive for businesses to measure or access directly.