Porter advances in relationship marketing thought and practice the influence of social network theory
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Porter advances in relationship marketing thought and practice the influence of social network theory
- 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
- 5. A Historical Perspective
- 9. How has SNT advanced relationship marketing thought and practice?
- 19. A Look at the Future…
- 24. Findings from My Research
- 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
- 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
- 31. Questions??
Notas do Editor
- 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