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SOCIAL NETWORKS AND POLITICAL CHANGE FRAMEWORK
Ashraf M. Attia*, Nergis Aziz** and and Barry Friedman***
Social networking significantly impacts political as well as social life on a global scale.
While there exists considerable research on the use of social networks in marketing,
conspicuously absent is research that addresses the impact of social networking on
political change. After an extensive literature review of psychological theories and
models, this paper proposes a framework that describes prerequisites for political
change such as voice and government effectiveness (World Bank, 2006), and relates
users’ social networking perceptions of trust, relationships, loyalty, value and word of
mouth to attitudes towards change, intention to change, and actual behavior. The
article concludes with future research propositions and political implications.
Keywords: social network, political change, framework, model
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*Ashraf M. Attia, Ph.D. , Professor of Marketing, Marketing & Management Dept., School of Busines,
State University of New York at Oswego, Oswego, NY 13126, [email protected]
**Nergis Aziz, Ph.D., Visiting Marketing Scholar, Department of Marketing, School of Business, SUNY at
Oswego, NY, Assistant Professor, Faculty of Business and Management, Suleyman Sah University,
Istanbul, TURKEY, [email protected]
***Barry Friedman, Ph.D. , Associate Professor, Marketing & Management Dept. School of Business,
State University of New York at Oswego, Oswego, NY 13126, [email protected]