Social Network Structures and the Internet: Collective Dynamics i ...

In chapter 3, the hypotheses to be tested are drawn, based upon the discussions of the previous chapter. In chapter 4, the procedures and results of two pretests (which were conducted prior to the main experiment) are presented. Building upon the pretest results, the experimental and measurement procedures of the main test are then illustrated in detail. Chapter 5 presents the findings of the main experiment and data analyses procedures, and chapter 6 discusses the results found and the relevant issues in more detail. Finally, chapter 7 discusses the implications of this study’s findings for future research as well as for managerial issues of interactive advertising and online relationship building with potential consumers.