Urban Mobility Social Networks as Valid Sources for Collaborative Consumption Research

Surveys and experiments are the standard data sources for consumer behavior research. As a consequence, few studies illustrate the relevance of social networks as a third data source. The aim of this paper is to provide a rationale on why social networks can be both scientifically useful and socially relevant for consumer research. The urban mobility of Bogotá, as a case study for collaborative consumption research, illustrates the use of novel variables and possible ways to analyze them for theory building. The paper discusses the implications of these data sources for future theoretical development.