There are a few papers in marketing analyzing networks among buyers. At least two of them investigate the effect of dyadic or structural embeddedness in buying behavior:
Frenzen, Jonathan K. and Harry L. Davis (1990), "Purchasing Behavior in Embedded Markets," Journal of Consumer Research, 17 (June), 1-12.
S. Wuyts, S. Stremersch, C. Van den Bulte, and P. H. Franses (2002), "Structural Embeddedness in Vertical Marketing Systems for Complex Products," working paper, University of Pennsylvania.
Christophe Van den Bulte
Assistant Professor of Marketing
The Wharton School
University of Pennsylvania
From: Chanung Park [mailto:[log in to unmask]]
Sent: Sunday, August 11, 2002 9:26 AM
To: [log in to unmask]
Subject: social capital on market transaction
I have been searching for references on the relationship between social
capital (or social network) and (consumer transactions).
DiMaggio and Louch's article ("Socially Embedded Consumer Transactions")
started my interest. Are there any other theoretical and empirical works
(preferably using SNA) on this subject? Are there any comparative
The type of quesitons I am interested are:
1. What are the relationships between the chacteristics of social capital
(or social network) and the types of consumer transactions in which people
2. How sociological factors such as class, gender, education, age,
religion, etc., affect such relationships?
3. how different social and cultural contexts influence the relationship
between the characteristics of social networks and types of consumer
Any help would be appreciated.
Chan-ung Park, Ph.D.
Department of Sociology
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