Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Structural Importance Of Consumer Networks, Seung Hwan (Mark) Lee
The Structural Importance Of Consumer Networks, Seung Hwan (Mark) Lee
Electronic Thesis and Dissertation Repository
This dissertation contains three essays that investigate how a consumer’s social network position (i.e., a person’s location within a web of relationships) plays an important role in the way that consumer influences and exchanges information with others. Using social capital theory as the conceptual framework, I demonstrate that a consumer’s location within a network (network centrality) has an effect on their ability to influence others and, conversely, on others’ ability to influence them. I also show that network positions influence the type of information that is sought from others (information about the self or information about others). Moreover, I demonstrate …