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The Network Challenge: Strategy, Profit, and Risk in an Interlinked World by Robert E. Gunther, Yoram Wind, Paul R. Kleindorfer

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5. Social Networks: You’ve Lost Control

Dawn IacobucciJames M. Salter II

Abstract

This chapter provides an overview of social networks—the basic discipline from which ideas and terminology are drawn when characterizing popular phenomena such as “social networking” Internet sites like Facebook and MySpace. The authors offer the reader a flavor of the theoretical and empirical research conducted by social network scholars since the 1930s. They explore how researchers have used social networks to generate and test economic, sociological, and organizational theories. The authors examine broad insights from this research, as well as management implications in areas such as advertising, brands, loyalty, authenticity, and segmentation. The overriding ...

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