
Social Network Analysis: Methodological Origins and Applications in Digital Marketing
Social network analysis (SNA) is a research method that examines social structures through the use of network and graph theories (Borgatti et al., 2009; Knoke & Yang, 2008; Scott, 2013). The origins of SNA can be traced back to the early 20th century, when sociologists began to study the relationships between individuals and groups. However, it wasn’t until the 1960s that SNA gained popularity as … Continua a leggere Social Network Analysis: Methodological Origins and Applications in Digital Marketing