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Contrasting social network and tribal theories: an applied perspective

Contrasting social network and tribal theories: an applied perspective
Contrasting social network and tribal theories: an applied perspective
This paper compares social network and tribal theory for their fit with the behaviour of real music communities. These theoretical perspectives are attracting considerable attention as researchers and practitioners search for ways to conceptualise, measure, and interact with communities of consumers. The bases for this comparison are how these perspectives treat community boundary demarcation, communication processes, and the temporal order of events in community creation. Results indicate that social network theory provides a better fit with the behaviour of real communities. These results imply that the a-priori expectation should be that consumer communities conform to the social processes suggested by social network theory. However important exceptions exist for the selective use of tribal perspectives
0148-2963
Greenacre, Luke
05060472-ec14-4965-81cd-77a8f3a8cde0
Freeman, Lynne
40eff0eb-8fa6-4263-96ef-e840a293cb5a
Donald, Melissa
10883c04-fabe-47c2-9680-5be6ec7ed26d
Greenacre, Luke
05060472-ec14-4965-81cd-77a8f3a8cde0
Freeman, Lynne
40eff0eb-8fa6-4263-96ef-e840a293cb5a
Donald, Melissa
10883c04-fabe-47c2-9680-5be6ec7ed26d

Greenacre, Luke, Freeman, Lynne and Donald, Melissa (2011) Contrasting social network and tribal theories: an applied perspective. Journal of Business Research. (doi:10.1016/j.jbusres.2011.12.015).

Record type: Article

Abstract

This paper compares social network and tribal theory for their fit with the behaviour of real music communities. These theoretical perspectives are attracting considerable attention as researchers and practitioners search for ways to conceptualise, measure, and interact with communities of consumers. The bases for this comparison are how these perspectives treat community boundary demarcation, communication processes, and the temporal order of events in community creation. Results indicate that social network theory provides a better fit with the behaviour of real communities. These results imply that the a-priori expectation should be that consumer communities conform to the social processes suggested by social network theory. However important exceptions exist for the selective use of tribal perspectives

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e-pub ahead of print date: 28 December 2011
Organisations: Centre for Relational Leadership & Change

Identifiers

Local EPrints ID: 209055
URI: http://eprints.soton.ac.uk/id/eprint/209055
ISSN: 0148-2963
PURE UUID: 212db5f5-c832-4365-888f-2ff567107014

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Date deposited: 25 Jan 2012 14:47
Last modified: 14 Mar 2024 04:44

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Contributors

Author: Luke Greenacre
Author: Lynne Freeman
Author: Melissa Donald

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