Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
Structural equivalence explains contagion
A case of cosmetics
Yufu Kuwashima
Author information

2018 Volume 17 Issue 1 Pages 23-30


With cosmetics, one cannot determine at a glance exactly what product a person is using. This paper analyzes the impact of a consumer network on cosmetics, which are goods that are not conspicuous. Comments in word-of-mouth websites for cosmetics is used as a proxy variable for purchasing behavior, and the relationship between a consumer network and purchasing behavior in a social network is analyzed. In cosmetics, which are not conspicuous, this paper has confirmed that consumers exhibit the same purchasing behavior as when they are in a relationship with structural equivalence within a network and not just in relationships with cohesion.

Information related to the author

この記事はクリエイティブ・コモンズ [表示 4.0 国際]ライセンスの下に提供されています。
Previous article Next article