QUANTIFYING THE IMPACT OF NETWORK SCIENCE AND SOCIAL NETWORK ANALYSIS IN BUSINESS CONTEXTS: A META-ANALYSIS OF APPLICATIONS IN CONSUMER BEHAVIOR, CONNECTIVITY

Abstract

This meta-analysis investigates the strategic impact of network science and social network analysis (SNA) across diverse business contexts, focusing on consumer behavior, connectivity optimization, and civic engagement. Drawing from 89 peer-reviewed studies published between 2005 and 2023, the study synthesizes empirical evidence to assess how network-based methodologies influence decision-making, communication strategies, and operational efficiency. The analysis reveals that SNA enhances the understanding of consumer preferences, brand influence, and word-of-mouth dynamics by mapping relational structures and identifying key opinion leaders. In connectivity optimization, network science facilitates improved resource allocation, supply chain coordination, and knowledge dissemination by leveraging centrality, clustering, and modularity metrics. Civic engagement, especially in public-facing enterprises and CSR campaigns, benefits from SNA by detecting community clusters, tracking campaign diffusion, and promoting inclusive dialogue. Subgroup analyses indicate significant variations in outcomes based on platform type (e.g., Twitter, LinkedIn, enterprise intranets), network size, and industry verticals. The findings suggest that the integration of network science into business analytics not only enhances the granularity of stakeholder insights but also drives adaptive strategies for engagement, innovation diffusion, and service personalization. This study provides a comprehensive evidence base for practitioners and researchers seeking to harness the predictive and diagnostic power of network-based tools in data-driven environments.