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Socialization on Sustainable Networks: The Case of eBay Green’s Facebook

Author

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  • HaeJung Maria Kim

    (College of Merchandising, Hospitality and Tourism, University of North Texas, Denton, TX 76203-5017, USA)

  • Kyung Wha Oh

    (Department of Fashion, Chung-Ang University, Seoul 06974, Korea)

  • Hye Jung Jung

    (Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea)

Abstract

Given that novel merchandising informatics is seen as a better approach to studying eco-friendly markets, this study aimed to explore consumer socialization of sustainable networks based on the theory of consumer socialization. By employing social network analysis using the NodeXL program, we examined the social class hierarchy, investigated the structure of social agent–learner relationships, and explored the social learning properties of the eBay Green Team Facebook network. The results indicated that the network has been structured as a ‘tight-crowd network’ through 76,482 interactions among 1612 actors from 19 clusters. Specifically, the centrality measure revealed the top influentials and their interactions with other eBay Green participants. The semantic analysis discerned the salient words, which implies that consumers gain utility from this network. We concluded that sustainable networks in social media can provide an account of the socialization of consumer attitudes and the role of top influentials in sustaining the relational network.

Suggested Citation

  • HaeJung Maria Kim & Kyung Wha Oh & Hye Jung Jung, 2020. "Socialization on Sustainable Networks: The Case of eBay Green’s Facebook," Sustainability, MDPI, vol. 12(8), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3476-:d:349852
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    References listed on IDEAS

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    1. Axel Jacob & Frank Teuteberg, 2020. "Towards a Taxonomy for Design Options of Social Networking Technologies in Sustainable Business Models," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    2. Soo-Young Moon & Daehee Jang & Hyeon Soo Kim & Ji-Young Lee & Jonghoon Kim, 2020. "Importance of Government Roles for Market Expansion of Eco-Village Development Plan Establishment Research: Case Study in the City of Suwon, South Korea," Sustainability, MDPI, vol. 12(24), pages 1-17, December.

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