Abstract

http://ssrn.com/abstract=1960262
 
 

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Modeling Multiple Relationships in Social Networks


Asim Ansari


Columbia Business School - Marketing

Oded Koenigsberg


London Business School - Department of Marketing

Florian Stahl


University of Mannheim - Department of Business Administration and Marketing; University of Zurich - Department of Business Administration (IBW)

August 2011

Journal of Marketing Research, Vol. 48, No. 4, pp. 713-728, 2011

Abstract:     
Firms are increasingly seeking to harness the potential of social networks for marketing purposes. Therefore, marketers are interested in understanding the antecedents and consequences of relationship formation within networks and in predicting interactivity among users. The authors develop an integrated statistical framework for simultaneously modeling the connectivity structure of multiple relationships of different types on a common set of actors. Their modeling approach incorporates several distinct facets to capture both the determinants of relationships and the structural characteristics of multiplex and sequential networks. They develop hierarchical Bayesian methods for estimation and illustrate their model with two applications: the first application uses a sequential network of communications among managers involved in new product development activities, and the second uses an online collaborative social network of musicians. The authors' applications demonstrate the benefits of modeling multiple relations jointly for both substantive and predictive purposes. They also illustrate how information in one relationship can be leveraged to predict connectivity in another relation.

Number of Pages in PDF File: 17

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Date posted: November 17, 2011  

Suggested Citation

Ansari, Asim and Koenigsberg, Oded and Stahl, Florian, Modeling Multiple Relationships in Social Networks (August 2011). Journal of Marketing Research, Vol. 48, No. 4, pp. 713-728, 2011 . Available at SSRN: http://ssrn.com/abstract=1960262

Contact Information

Asim Ansari (Contact Author)
Columbia Business School - Marketing ( email )
New York, NY 10027
United States

Oded Koenigsberg
London Business School - Department of Marketing ( email )
Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom
Florian Stahl
University of Mannheim - Department of Business Administration and Marketing ( email )
Germany
University of Zurich - Department of Business Administration (IBW) ( email )
Hottingerstrasse 10
Plattenstrasse 14
Zurich, 8032
Switzerland
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