Before understanding the concept of social network, we must first understand the concept of social interaction.
Human beings are creatures in social life. In society, people constantly communicate with each other through language, tools, media, etc. to obtain intelligence, exchange information, and spread information, so that people can achieve the purpose of daily life, entertainment, learning, business activities, emotional communication, dissemination of ideas, and even self-cognition.
People are socializing every day, such as exchanging information with family, friends, business partners, colleagues, and strangers. Social interaction has penetrated into every corner of our work, life, study, and entertainment. Different people socialize for different purposes.
In Maslow’s needs model, the three high-level needs of people, namely, emotion and belonging, respect, and self-realization, are all achieved through social interaction. This means that among those groups with consumption power, social interaction is their main means of meeting high-level needs.
It is understandable that among groups with greater purchasing power, social-based marketing factors will have a greater influence than price factors and product factors. In other words, social-based marketing will play a decisive role in purchasing decisions for groups with greater purchasing power.
In actual marketing activities, this concept has been proven many times. For example, in car purchase decisions, the evaluation and recommendation of products by relatives, friends and online communities often play a decisive role; the same is true for IT digital equipment, resort hotels, etc.