Social and Behavioral Sciences | Open Access Articles

Strong-Tie Social Connections Versus Weak-Tie Social Connections, Mark A. Rademacher, Kevin Y. Wang

Scholarship and Professional Work - Communication

Discussions regarding the strength of social ties relate to social capital theory. As Robert Putnam describes it, social capital theory suggests that social networks have value at the micro (individual), meso (community), and macro (societal) levels. An individual's social network is comprised of multiple, multiplex social ties of varying strengths. Strong ties exist among individuals connected within densely knit, homogenous networks such as those involving kin and close friends. Weak ties exist among individuals connected within sparse, heterogeneous networks such as those involving acquaintances.

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Viral Marketing, Kevin Y. Wang, Mark A. Rademacher

Scholarship and Professional Work - Communication

Viral marketing refers to the application of traditional word-of-mouth marketing to the online environment. Originally developed by Steve Jurvetson and Tim Draper in 1997, the term is used to describe online techniques designed to generate peer-to-peer conversation and buzz about a company, brand, product, or service. A message that contains something of value or appeal is diffused throughout members of a given social network, and ideally across networks, in an exponential fashion, much like the spread of a virus in medical parlance. The rapid adoption of digital and social media tools by politicians has led to an increased visibility and …

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