Home > Store

Network Challenge (Chapter 5), The: Social Networks: You've Lost Control

Register your product to gain access to bonus material or receive a coupon.

Network Challenge (Chapter 5), The: Social Networks: You've Lost Control

eBook (Watermarked)

  • Your Price: $2.39
  • List Price: $2.99
  • About Watermarked eBooks
  • This PDF will be accessible from your Account page after purchase and requires the free Adobe® Reader® software to read it.

    The eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

    Watermarked eBook FAQ


  • Copyright 2009
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-702463-0
  • ISBN-13: 978-0-13-702463-6

This chapter provides an overview of social networks, the basic discipline from which ideas and terminology are drawn when characterizing popular phenomena such as “social networking” Internet sites like Facebook. The authors offer the reader a flavor of the theoretical and empirical research conducted by social network scholars since the 1930s. They explore how researchers have used social networks to generate and test economic, sociological, and organizational theories. They also examine broad insights from this research, as well as management implications in areas such as advertising, brands, loyalty, authenticity, and segmentation. The overriding message is that as power shifts from firms to social networks, companies have less control over their own destinies and need to pay more attention to networks.

Sample Content

Table of Contents

The Discipline of Social Networks: Examining Interdependencies

History of Thought in Social Networks

Concepts and Theories in Social Networks

Key Substantive Findings: What Do We Know?

Implications for Marketing Management and Business

Conclusion: Losing Control



Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership