Daes, Miriam and Klier, Julia and Klier, Mathias and Lindner, Georg and Thiel, Lea (2017) Customer lifetime network value: customer valuation in the context of network effects. ELECTRONIC MARKETS, 27 (4). pp. 307-328. ISSN 1019-6781, 1422-8890
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Nowadays customers are increasingly connected and extensively interact with each other using technology-enabled media like online social networks. Hence, customers are frequently exposed to social influence when making purchase decisions. However, established approaches for customer valuation mostly neglect network effects based on social influence. This leads to a misallocation of resources. Following a design-oriented approach, this paper develops a model for customer valuation referred to as the customer lifetime network value (CLNV) incorporating an integrated network perspective. By considering the customers' net contribution to the network, the CLNV reallocates values between customers based on social influence. Inspired by common prestige- and eigenvector-related centrality measures it incorporates social influence among all degrees of separation acknowledging its viral spread. Using a real-world dataset, we demonstrate the practicable applicability of the CLNV to determine individual customers' value.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | WORD-OF-MOUTH; ONLINE SOCIAL NETWORKS; INFORMATION-SYSTEMS RESEARCH; DESIGN SCIENCE RESEARCH; EWOM COMMUNICATION; INFLUENTIAL USERS; FUTURE-RESEARCH; MODELS; IDENTIFICATION; SATISFACTION; Customer valuation; Customer lifetime value; Social influence; Network effects |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Business, Economics and Information Systems > Institut für Wirtschaftsinformatik |
| Depositing User: | Dr. Gernot Deinzer |
| Date Deposited: | 14 Dec 2018 13:19 |
| Last Modified: | 19 Feb 2019 09:21 |
| URI: | https://pred.uni-regensburg.de/id/eprint/1914 |
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