A social network is a social structure made up of a set of social actors (such as individuals or organizations), sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for analyzing the structure of whole social entities as well as a variety of theories explaining the patterns observed in these structures. The study of these structures uses social network analysis to identify local and global patterns, locate influential entities, and examine network dynamics.
In the context of networks, social capital exists where people have an advantage because of their location in a network. Contacts in a network provide information, opportunities and perspectives that can be beneficial to the central player in the network.
This particular cluster focuses on brand-image and promotional strategy effectiveness, taking into account the impact of customer participation on sales and brand-image. This is gauged through techniques such as sentiment analysis which rely on mathematical areas of study such as data mining and analytics. This area of research produces vast numbers of commercial applications as the main goal of any study is to understand consumer behaviour and drive sales.
Application/computer networks combined with social networking software produces a new medium for social interaction. A relationship over a computerized social networking service can be characterized by context, direction, and strength. The content of a relation refers to the resource that is exchanged.
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