Network Centrality in the Virtual Context-A Proposed Approach

Abstract

Consumer Behaviour has attracted research attention over a considerable period of time. Changes in trends have led to a new conceptualization of a consumer situated within a certain milieu, influencing and being influenced by the environment. Such approach has brought to the fore issues such as the role of centrality in affecting the behaviour of the Consumer. The advent of the internet makes a case for a virtual (click and mortar) context contrasted with the often touted physical (brick and mortar) context. This write up argues that approaches to consumer behaviour studies in the two contexts necessarily differ, and supports the use of Netnography as a preferred approach (for the virtual context) highlighting important points worth considering. Facebook is used as an example for examining centrality in the virtual context. Section 1: Introduction: This Section gives a brief background to researches in Consumer Behavior discussing the phased approaches used. It outlines one important contemporary approach adopted in Consumer Behavior researches (i.e. the notion of a consumer situated in an environment) as a starting point for dissecting the dichotomy between the physical world and virtual world contexts. The Section ends with a discussion of the concept of Centrality. Section 2: Literature Review: This Section examines previous studies as well as the theoretical underpinnings of network centrality within different contexts (virtual and physical). Beginning with a general consideration of the concept of network centrality, a case is made for social network as the theoretical framework for the study. The virtual and physical contexts are discussed within the framework of network centrality. A comparison is made between these two contexts. Section 3: The Case for Consumer Behavior in the Virtual Context: The Section makes a case for this work by identifying the relevant gap to be filled. Key issues such as proposed objectives, research questions and significance are also discussed. Section 4: Proposed methodology: The Section proposes a relevant approach that can be adopted in such a research, highlighting issues such as data collection and data analysis among others. Section 5: Conclusion: Key outcomes of such researches are indicated. Section 6: Limitations: The likely limitations from a focus on Network Centrality in the Virtual Context are discussed.