UC Irvine

Digital technologies of social media networks provide opportunities for individuals who are becoming key players in the socially constituted offline world. In three essays, this research explores the relationships between consumers defined as consumer ties in social media networks by specifically examining the meanings behind their everyday practices and patterns in their relationships through social media networks. The empirical analysis focuses on identifying the underlying structures of consumer ties. Through an ethnographic examination, three categories have emerged; motivating empowerment, friendly rivalry and train, trust, share. Additionally, an in-depth analysis of social networks revealed the effects of triads and a negative gender homophily on network formation. Hence, this dissertation provides a unique framework to explain the underlying mechanisms of consumer ties in social media.