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Social Network Theory

Social Network Theory. Dr. Zaheeruddin Asif. What is a Network?. Nodes Relationships Properties Directional Symmetric Flow Mulitplexity. Nodes. Relationships. Directional Friendship Advice seeking Buyer/supplier. Relationships. Symmetric Strategic alliance Club membership

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Social Network Theory

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  1. Social Network Theory Dr. Zaheeruddin Asif

  2. What is a Network? • Nodes • Relationships • Properties • Directional • Symmetric • Flow • Mulitplexity

  3. Nodes

  4. Relationships • Directional • Friendship • Advice seeking • Buyer/supplier

  5. Relationships • Symmetric • Strategic alliance • Club membership • Co-authorship

  6. Transitivity

  7. Reciprocity

  8. Network Scope • Ego-centric • Socio-centric • Open-system

  9. Socio-centric

  10. Combined ego-networks of five active authors

  11. Centrality • Degree centrality: "An important node is involved in large number of interactions“

  12. Centrality • Closeness centrality: • "An important node is typically “close” to, and can communicate quickly with, the othernodes in the network.“

  13. Centrality • Betweennesscentrality: • "An important node will lie on a high proportion of paths between other nodes in the network."

  14. Hubs and Bridges (in-degree) Betweenness = Size

  15. Closeness Centrality

  16. Betweenness Centrality

  17. Theories of Networks • Social Capital • Structural Holes • Social Exchange • Collective Action • Cognitive theories • Homophily theories

  18. Social Capital • Pierre Bourdieu

  19. Social Capital • Pierre Bourdieu • "the sum of the resources, actual or virtual, that accrue to an individual or a group by virtue of possessing a durable network of more or less institutionalized relationships of mutual acquaintance and recognition"

  20. Social exchange • Social exchange or dependence theories hold that people form ties with whom they can exchange resources, and only those ties that are mutually beneficial will be sustained over time.

  21. Propinquity • Geographically close nodes are more likely to be connected.

  22. Homophily • Pairs can be said to be homophilous if they their characteristics match in a proportion greater than expected in the population from which they are drawn or the network of which they are a part (Verbrugge 1977).

  23. Homophily • Homophily theories claim that people form ties with those they consider similar to themselves.

  24. References • http://www.commetrix.de/IRIS • http://www.oecd.org/dataoecd/7/23/41858618.pdf • http://www.vincos.it/wp-content/uploads/2009/06/wmsn_animated_1024.gif

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