{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:28:12Z","timestamp":1754155692264,"version":"3.41.2"},"reference-count":44,"publisher":"Emerald","issue":"8","license":[{"start":{"date-parts":[[2019,10,7]],"date-time":"2019-10-07T00:00:00Z","timestamp":1570406400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JBIM"],"published-print":{"date-parts":[[2019,10,7]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Based on the data obtained from a questionnaire of 595 people, the authors explore the relative importance of consumers, checking whether socioeconomic variables influence their centrality, detecting the communities within the network to which they belong, identifying consumption patterns and checking whether there is any relationship between co-marketing and consumer choices.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>A multilayer network is created from data collected through a consumer survey to identify customers\u2019 choices in seven different markets. The authors focus the analysis on a smaller kinship and cohabitation network and apply the LART network community detection algorithm. To verify the association between consumers\u2019 centrality and variables related to their respective socioeconomic profile, the authors develop an econometric model to measure their impact on consumer\u2019s degree centrality.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Based on 595 responses analysing individual consumers, the authors find out which consumers invest and which variables influence consumers\u2019 centrality. Using a smaller sample of 70 consumers for whom they know kinship and cohabitation relationships, the authors detect communities with the same consumption patterns and verify that this may be an adequate way to establish co-marketing strategies.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>Network analysis has become a widely used technique in the extraction of knowledge on consumers. This paper\u2019s main (and novel) contribution lies in providing a greater understanding on how multilayer networks represent hidden databases with potential knowledge to be considered in business decisions. Centrality and community detection are crucial measures in network science which enable customers with the highest potential value to be identified in a network. Customers are increasingly seen as multidimensional, considering their preferences in various markets.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jbim-11-2017-0266","type":"journal-article","created":{"date-parts":[[2019,10,9]],"date-time":"2019-10-09T04:46:37Z","timestamp":1570596397000},"page":"1749-1762","source":"Crossref","is-referenced-by-count":6,"title":["Centrality and community detection: a co-marketing multilayer network"],"prefix":"10.1108","volume":"34","author":[{"given":"Andreia","family":"Fernandes","sequence":"first","affiliation":[]},{"given":"Patr\u00edcia C.T.","family":"Gon\u00e7alves","sequence":"additional","affiliation":[]},{"given":"Pedro","family":"Campos","sequence":"additional","affiliation":[]},{"given":"Catarina","family":"Delgado","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"journal-title":"ArXiv, 1602.03746","article-title":"Finding overlapping communities in multiplex networks","year":"2016","key":"key2019102110523168300_ref001"},{"issue":"6","key":"key2019102110523168300_ref002","doi-asserted-by":"crossref","first-page":"477","DOI":"10.1016\/j.jretconser.2009.08.003","article-title":"Co-marketing alliances between heterogeneous industries: examining perceived match-up effects in product, brand and alliance levels","volume":"16","year":"2009","journal-title":"Journal of Retailing and Consumer Services"},{"volume-title":"Network Science","year":"2016","key":"key2019102110523168300_ref003"},{"issue":"10","key":"key2019102110523168300_ref004","doi-asserted-by":"crossref","first-page":"P10008","DOI":"10.1088\/1742-5468\/2008\/10\/P10008","article-title":"Fast unfolding of communities in large networks","volume":"2008","year":"2008","journal-title":"Journal of Statistical Mechanics: Theory and Experiment"},{"issue":"1","key":"key2019102110523168300_ref005","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/j.physrep.2014.07.001","article-title":"The structure and dynamics of multilayer networks","volume":"544","year":"2014","journal-title":"Physics Reports"},{"issue":"1","key":"key2019102110523168300_ref006","doi-asserted-by":"crossref","first-page":"105","DOI":"10.1016\/j.jbusres.2011.07.029","article-title":"Consumer engagement in a virtual brand community: an exploratory analysis","volume":"66","year":"2013","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2019102110523168300_ref007","doi-asserted-by":"crossref","first-page":"32","DOI":"10.1177\/002224299305700203","article-title":"Organizing successful co-marketing alliances","volume":"57","year":"1993","journal-title":"Journal of Marketing"},{"volume-title":"Inqu\u00e9rito \u00c0s Despesas Das Fam\u00edlias 2015\/2016","year":"2017","key":"key2019102110523168300_ref008"},{"issue":"2","key":"key2019102110523168300_ref009","doi-asserted-by":"crossref","first-page":"18","DOI":"10.1515\/gfkmir-2016-0011","article-title":"Marketing and data science: together the future is ours","volume":"8","year":"2016","journal-title":"GfK Marketing Intelligence Review"},{"issue":"1","key":"key2019102110523168300_ref010","doi-asserted-by":"crossref","first-page":"011027","DOI":"10.1103\/PhysRevX.5.011027","article-title":"Identifying modular flows on multilayer networks reveals highly overlapping organization in interconnected systems","volume":"5","year":"2015","journal-title":"Physical Review X"},{"issue":"1","key":"key2019102110523168300_ref011","doi-asserted-by":"crossref","first-page":"6864","DOI":"10.1038\/ncomms7864","article-title":"Structural reducibility of multilayer networks","volume":"6","year":"2015","journal-title":"Nature Communications"},{"issue":"2","key":"key2019102110523168300_ref012","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1093\/comnet\/cnu038","article-title":"MuxViz: a tool for multilayer analysis and visualization of networks","volume":"3","year":"2015","journal-title":"Journal of Complex Networks"},{"key":"key2019102110523168300_ref013","first-page":"57","article-title":"Mining the network value of customers","volume-title":"Proceedings of the Seventh ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - 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