This chapter describes how network data can be used to accelerate behavior change and/or improving organizational performance. Network interventions consist of behavior change programs that use social network data to identify specific people or groups to deliver and/or receive the behavior change program. Network interventions can take many different forms and have many different implementation considerations. Six classes of methods were reviewed: opinion leaders, groups, leaders matched to groups, snowball methods, re-wiring networks, and crossing network data with attributes. Many cautions are expressed about the importance of theory and ethnography to ensure the research team has sufficient knowledge of the community. The potential for network interventions to accelerate behavior change is great, but the application of these methods is likely to be challenging at first as both researchers and communities learn how best to apply networks and networking in the most effective ways. Examples from empirical studies are presented throughout.
Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
If you think you should have access to this title, please contact your librarian.