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Social network analysis, which is related to Network Theory, has emerged as a tool to understand how social networks work. Social networks have been studied for quite a while, in fields ranging from modern sociology, anthropology, social psychology, communication studies, information science, organizational studies as well as Biology (Van Den Bulte and Wuyts 2007).

A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, kinship, dislike, conflict or trade. The resulting structures are often very complex, after all human nature is inherently complex.
The question of how the pattern of interconnection among social entities – consumers, colleagues, business units, competitors and complementors – affect behaviours and the outcomes of those entities in now receiving more attention than ever (Van Den Bulte and Wuyts 2007).

Social network analysis views social relationships in terms of nodes and ties, as basic building blocks. Nodes are the individual actors within the networks, and ties are the relationships between the actors. There can be many kinds of ties between the nodes. Research in a number of academic fields has shown that social networks operate on many levels, from families up to the level of nations, and play a critical role in determining the way problems are solved, organizations are run, and the degree to which individuals succeed in achieving their goals.
In its simplest form, a social network is a map of all of the relevant ties between the nodes being studied. The network can also be used to determine the social capital of individual actors. These concepts are often displayed in a social network diagram, where nodes are the points and ties are the lines.