Modeling Dyadic Interactions and Networks in Marketing
讨论了社会网络和二元互动方法在营销中的应用，涵盖购买中心联盟形成、口碑网络意见领袖识别、渠道二元体权力与合作、家庭购买冲突解决及服务期望管理等，并介绍了网络比较和随机派系识别等建模进展。
Many substantive areas in marketing share a basic concern with relationships. Social network and dyadic interaction methods are techniques that can enrich a researcher's understanding of the structure of relationships, whether a few actors or many are involved and whether the relationships are at the consumer or business level. Network models are discussed in a variety of substantive areas, including coalition formation in buying centers, identification of opinion leaders in word-of-mouth networks, power and cooperation in channel dyads, conflict resolution in family purchasing, and the management of expectations in service encounters. In addition, important modeling advances are described, including techniques that enable researchers to make comparisons between networks and adaptations of reciprocity parameters to allow for identification of stochastic cliques.