SMM Chapter 2: Connected Customers and Social Interactions

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Learning Objectives

After reading this chapter, students should be able to

• Understand what a social network is at its most basic level (nodes and ties).
• Define and give examples of social networks, nodes, and ties.
• Define and draw examples of ego networks.
• Discuss implications of connectivity and activity for flows of information.
• Understand relative values of hubs and pumps for information dissemination.
• Classify social connections by impact and barriers to activate.