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Advances In Relationship Marketing The Influence Of Social Network Theory (Tin180 Com)

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Advances in Relationship Marketing Thought and Practice: The Influence of Social Network Theory Presented at the Networks and Complex Systems A talk series at Indiana University Bloomington September 18, 2006 Constance Elise Porter, Ph.D. Assistant Professor of Marketing University of Notre Dame
Marketing focuses on the exchange process, making it relational, by definition. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The fundamental premise of this talk…. ,[object Object]
Discussion Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Historical Perspective
Marketers use basic SNT concepts, but questions and methods differ. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Centrality also is important to both, but marketers apply the concept differently. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Finally, marketers tend to take a relational perspective of networks. (exception: Hopkins, Henderson and Iacobucci 1995) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How has SNT advanced relationship marketing thought and practice?
The Most Popular SNT perspectives used in Marketing ,[object Object],[object Object],[object Object]
The Structural Perspective: “ The structure of relations drives marketing outcomes.” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Typical Variables Examined within The Structural Perspective Social Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Findings based on the Structural Perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Socio-Economic Perspective “ Utility maximization is enhanced by social ties” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Typical Variables Examined within the Socio-Economic Perspective: Social Structure ,[object Object],[object Object],[object Object],Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Moderators
Findings based on the Socio-Economic Perspective ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Socio-Cognitive Perspective: “Cognition mediates the effects of social relations.” (Bansal and Voyer 2000, Gilly et al 1991, Houston et al. 2001, Ward and Reingen 1996) ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Socio-Cognitive Perspective: Typical Variables Examined Social Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],Cognition Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The socio-cognitive perspective inserts cognition into the structural perspective, to better explain outcomes.
A Look at the Future…
Consumers and marketers are engaged by social media. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Young consumers dominate the use of social media. (Forrester 2006) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing researchers are re-engaged with the sociological aspects of consumer behavior. ,[object Object],[object Object]
Questions for future research integrating SNT and marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Interdisciplinary research opportunities are plentiful!
Findings from My Research
My Questions ,[object Object],[object Object],[object Object]
Study 1: Relational Trust & Attribution Theory in Virtual Communities… Embeddedness Content Interaction Sociability Framework Cooperation with NPD Info Sharing Loyalty Shared Values Respect Opportunism Attribution Theory Relationship Marketing Framework Trust Perceived Effort of Marketer Relational Outcomes Cognitive Response of the Community Member
Findings ,[object Object],[object Object],[object Object],[object Object]
Study 2: Social Role Theory and Uses and Gratifications Paradigm of Trust Formation in Virtual Communities Perceived Degree of Consumer Embeddedness Perceived Quality Of Community Content Perceived Degree Of Community Interaction Trust in a Community Sponsor Belief About A Sponsor’s Sense of Shared Values Belief About Sponsor Opportunism Belief About A Sponsor’s Sense of Respect GENDER
Findings ,[object Object],[object Object],[object Object],[object Object],[object Object]
Study 3: The Value of Virtual Communities: A Test of Competing Models ,[object Object],[object Object],[object Object],[object Object]
Questions??

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Advances In Relationship Marketing The Influence Of Social Network Theory (Tin180 Com)

  • 1. Advances in Relationship Marketing Thought and Practice: The Influence of Social Network Theory Presented at the Networks and Complex Systems A talk series at Indiana University Bloomington September 18, 2006 Constance Elise Porter, Ph.D. Assistant Professor of Marketing University of Notre Dame
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  • 5. A Historical Perspective
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  • 9. How has SNT advanced relationship marketing thought and practice?
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  • 19. A Look at the Future…
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  • 24. Findings from My Research
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  • 26. Study 1: Relational Trust & Attribution Theory in Virtual Communities… Embeddedness Content Interaction Sociability Framework Cooperation with NPD Info Sharing Loyalty Shared Values Respect Opportunism Attribution Theory Relationship Marketing Framework Trust Perceived Effort of Marketer Relational Outcomes Cognitive Response of the Community Member
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  • 28. Study 2: Social Role Theory and Uses and Gratifications Paradigm of Trust Formation in Virtual Communities Perceived Degree of Consumer Embeddedness Perceived Quality Of Community Content Perceived Degree Of Community Interaction Trust in a Community Sponsor Belief About A Sponsor’s Sense of Shared Values Belief About Sponsor Opportunism Belief About A Sponsor’s Sense of Respect GENDER
  • 29.
  • 30.

Hinweis der Redaktion

  1. Social computing is the use of software to support interaction and communication. (see Dourish 2001) Social media, a form of new media, is how marketers express the relevance of social computing. The dominant forms of social media for relationship marketing purposes : Social Networking Sites (e.g. MySpace, Facebook) Blogs (consumer-initiated and firm-sponsored) Virtual Communities (consumer-initiated and firm-sponsored) Others types of social media include: Podcasting Instant Messaging