Overview Over the last decade, social media has evolved from being a mere platform to a part and parcel of the everyday life of users. Social media marketing is rapidly gaining popularity primarily due to the increasing active participation of social media users.
Overview[ edit ] Evolution graph of a social network: The social network is a theoretical construct useful in the social sciences to study relationships between individuals, groupsorganizationsor even entire societies social unitssee differentiation.
The term is used to describe a social structure determined by such interactions. The ties through which any given social unit connects represent the convergence of the various social contacts of that unit.
This theoretical approach is, necessarily, relational.
An axiom of the social network approach to understanding social interaction is that social phenomena should be primarily conceived and investigated through the properties of relations between and within units, instead of the properties of these units themselves.
Thus, one common criticism of social network theory is that individual agency is often ignored  although this may not be the case in practice see agent-based modeling. Precisely because many different types of relations, singular or in combination, form these network configurations, network analytics are useful to a broad range of research enterprises.
In social science, these fields of study include, but are not limited to anthropologybiologycommunication studieseconomicsgeographyinformation scienceorganizational studiessocial psychologysociologyand sociolinguistics.
Moreno began systematic recording and analysis of social interaction in small groups, especially classrooms and work groups see sociometry.
Barnes J. Clyde Mitchell and Elizabeth Bott Spillius  often are credited with performing some of the first fieldwork from which network analyses were performed, investigating community networks in southern Africa, India and the United Kingdom.
Nadel codified a theory of social structure that was influential in later network analysis. Also independently active in the Harvard Social Relations department at the time were Charles Tillywho focused on networks in political and community sociology and social movements, and Stanley Milgramwho developed the "six degrees of separation" thesis.
ChristakisJames H. Fowlerand others, developing and applying new models and methods to emerging data available about online social networks, as well as "digital traces" regarding face-to-face networks.
However, a global network analysis  of, for example, all interpersonal relationships in the world is not feasible and is likely to contain so much information as to be uninformative.
Practical limitations of computing power, ethics and participant recruitment and payment also limit the scope of a social network analysis. Thus, social networks are analyzed at the scale relevant to the researcher's theoretical question.
Although levels of analysis are not necessarily mutually exclusivethere are three general levels into which networks may fall: Micro level[ edit ] At the micro-level, social network research typically begins with an individual, snowballing as social relationships are traced, or may begin with a small group of individuals in a particular social context.
A dyad is a social relationship between two individuals.Related Research on Web This is a list of Webcentric articles/books that use Social Network Sites as central to the discussion. Beer, David and Roger Burrows. Oct 08, · A special analysis of 27 national surveys of Americans across the past decade documents this substantial spread of technology throughout the population, although the overall number of users of social networking sites has leveled off since 1 At the same time, there continues to be growth in social media usage among some groups that were.
Get the latest news and analysis in the stock market today, including national and world stock market news, business news, financial news and more. A comparative study of three social networking websites Krishna C.
Chinthakayala & Chunying Zhao & /Published online: 30 May # Springer Science+Business Media New York Abstract Recently, the number of social networking sites is rapidly increasing, and the provide insightful analysis on existing social networking sites.
Association for Information Systems AIS Electronic Library (AISeL) AMCIS Proceedings Americas Conference on Information Systems (AMCIS) Bibliography of Research on Social Network Sites.
Aaltonen, S,, Kakderi, C,, Hausmann, V, and Heinze, A. (). Social media in Europe: Lessons from an online survey.