A Social Network Research Paradigm for Marketing: A Review and Research Agenda

Abstract

The sharp increase in interest in social networks among marketing scholars and practitioners has coincided with the rapid proliferation of social networks among broader populations. Considering the substantial body of research that has emerged, it is an opportune time to reflect on the state of social network research (SNR) in marketing. Therefore, this chapter reviews recent marketing research, organized according to substantive areas of interest, followed by a discussion of critical dimensions of SNR for researchers, including network actor characteristics, modes, boundaries, impacts, and mechanisms, as well as the relevant level of analysis. By documenting how SNR can inform marketing decisions and influence marketing outcomes, this study also establishes recommendations for research to advance the state of SNR in marketing. A 2 × 2 classification schema reveals four categories that might guide scholars' choices of research designs, theories, constructs, and measures for SNR.

Citation

Gupta, A. and Saboo, A. (2021), "A Social Network Research Paradigm for Marketing: A Review and Research Agenda", Kumar, V. and Stewart, D.W. (Ed.) Marketing Accountability for Marketing and Non-marketing Outcomes (Review of Marketing Research, Vol. 18), Emerald Publishing Limited, Leeds, pp. 233-261. https://doi.org/10.1108/S1548-643520210000018009