A dynamic perspective: local interactions driving the spread of social networks

ABSTRACT

This study takes a micro standpoint to quantitatively verify the extent to which local interactions affect the expansion of dynamic social networks. By reviewing and synthesizing the theoretical literature in this article, we seek to establish a pragmatic analytical framework to capture the underlying functioning of local interactions. It then aims to produce findings on seven distinct marketing campaigns in which the real-world virtual communities offer intact time-series connections. In our considered cases, the firm-to-consumer interactivity plays a pivotal role in social media marketing while the customer-driven influence advances individual information transmission. The significant positive relationships demonstrate features of interactivity within subgroups including reciprocal edges and directed 3-cliques associated with the evolution of the virtual community by electronic word-of-mouth (WOM) of both firm-to-consumer and consumer-to-consumer interactions. More importantly, the attenuation of local interactions to a large extent leads to the cut-off point of the growth of the dynamic social network.     

Mapping supply dynamics in renewable feedstock enabled industries: A systems theory perspective on ‘green’ pharmaceuticals

This paper provides a multi-stage multi-layer mapping methodology for capturing the macro-level supply chain dynamics that govern industrial systems using renewable feedstocks. The mapping approach combines the Industrial Systems Mapping and System Dynamics principles to systematically capture the interrelations across: (i) institutional players, (ii) sector specialists, (iii) products and intermediates, (iv) production operations, and (v) firms within the supply chain. The interfaces are further explored at four interconnected and mutually interacting theme areas of analysis, namely: (i) renewable chemical feedstocks, (ii) production technologies, (iii) target markets, and (iv) value and economic viability. We demonstrate the applicability of our approach by mapping the dynamics in industrial systems for the production of ‘green’ pharmaceuticals, particularly via the illustrative case of paracetamol. Through the use of the proposed integrated mapping process the case study demonstrates the principal interrelationships and inter-firm dynamics between the different layers of analysis. Three main drivers are identified that could enhance supply network transformations for improved viability of these developing industrial systems, namely: (i) regulatory conformance with market requirements, (ii) system level feasibility assessment of given renewable feedstocks, and (iii) target market volume demand. The causal feedback elements of the provided mapping technique indicate that it could support the analysis of industrial systems’ transformation dynamics enabled by renewable feedstocks. The standardisation of the methodology and its elements provides for an effective visualisation technique with cross-industry relevance.