Modeling Dyadic Interactions and Networks in Marketing

Journal of Marketing Research, Vol. XXIX (February 1992), 5-17

13 Pages Posted: 18 Nov 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Nigel Hopkins

Independent

Date Written: 1992

Abstract

Many substantive areas in marketing share a basic concern with relationships. Social network and dyadic interaction methods are techniques that can enrich a researcher's understanding of the structure of relationships, whether a few actors or many are involved and whether the relationships are at the consumer or business level. Network models are discussed in a variety of substantive areas, including coalition formation in buying centers, identification of opinion leaders in word-of-mouth networks, power and cooperation in channel dyads, conflict resolution in family purchasing, and the management of expectations in service encounters. In addition, important modeling advances are described, including techniques that enable researchers to make comparisons between networks and adaptations of reciprocity parameters to allow for identification of stochastic cliques.

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn and Hopkins, Nigel, Modeling Dyadic Interactions and Networks in Marketing (1992). Journal of Marketing Research, Vol. XXIX (February 1992), 5-17, Available at SSRN: https://ssrn.com/abstract=2692161 or http://dx.doi.org/10.2139/ssrn.2692161

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Nigel Hopkins

Independent ( email )

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