Marketingowe badanie zgodnosci i zarazliwosci postaw konsumenckich na podstawie analizy sieci spolecznych
SOCIAL NETWORK ANALYSIS METHOD FOR IDENTIFYING CONSUMERS’ ATTITUDES CONTAGION

Summary/Abstract: The article proposes a marketing research method for investigating both con¬sumer attitudes and network of social relations. The analysis of literature has identified three mechanisms explaining the similarity among people connected in a social network: homoph¬ily, confounding and social contagion. Among the three mechanisms, only social contagion is influenced by the direction of the relations. Therefore analyzing correlations between at¬titudes in the Ego network separately for different types of relations (outgoing, incoming and mutual), we can infer the social contagion of the consumers’ attitude. The article contains a proposal of a method and procedure for identifying consumers’ attitudes contagion by iden¬tifying and analyzing customers’ social network.

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