The Application and Value of Social Network Analysis in Marketing
Year: 2024
Type: article
Abstract: Social Network Analysis (SNA) has become a pivotal component in the marketing landscape, offering a sophisticated approach to understanding consumer behavior within the context of their social networks. This paper explores the application and value of SNA in marketing, highlighting its role in enhancing customer engagement, improving targeting and personalization, and providing measurable ROI and campaign effectiveness.SNA allows marketers to visualize and analyze the relationships among customers, revealing patterns and insights that traditional demographic data cannot. It enables the identification of influential nodes within networks, which is crucial for influencer marketing and understanding the spread of information. Customer segmentation is more precise, as SNA can detect natural groupings based on social connections rather than just shared traits.The value of SNA in marketing is further underscored by its ability to personalize marketing messages and strategies. By understanding the social context of customers, brands can tailor their communications to resonate more deeply with their audience. This personalization leads to enhanced customer engagement, as individuals feel recognized and understood by the brand.
DOI: 10.54097/52y9v960
Author: Xinqian Zhang
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404146749