Stimulate social interaction between consumers: a network-oriented framework

Groeger, LC

Stimulate social interaction between consumers: a network-oriented framework

Groeger, LC

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Proceedings of the Australian and New Zealand Marketing Academy Conference, 2009, pp. 1 - 8
Issue Date:: 2009-01

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Field	Value	Language
dc.contributor.author	Groeger, LC	en_US
dc.contributor.editor	Tojib, D	en_US
dc.date	2009-11-30	en_US
dc.date.issued	2009-01	en_US
dc.identifier.citation	Proceedings of the Australian and New Zealand Marketing Academy Conference, 2009, pp. 1 - 8	en_US
dc.identifier.isbn	1-86308-158-5	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11420
dc.description.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.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Proceedings of the Australian and New Zealand Marketing Academy Conference	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Stimulate social interaction between consumers: a network-oriented framework	en_US
dc.type	Conference Proceeding
utslib.location	Melbourne, Australia	en_US
utslib.location.activity	Melbourne, Australia	en_US
utslib.for	150506 Marketing Theory	en_US
dc.location.activity	Melbourne, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Melbourne, Australia	en_US
pubs.start-date	2009-11-30	en_US

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.

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http://hdl.handle.net/10453/11420