Valuing customers for social network services
AbstractIn the current Internet environment, many online service companies based on community factors (networks) produce and sell new types of digital products. For example, SNS (social network service) companies now sell customers digital decorative products for the adornment of online avatars. Not only do individual customers consume these digital products, but they also exchange them as gifts in their local neighborhoods. While previous studies on customer valuation (e.g. CLTV, RFM, etc.) focus on some important issues for identifying valuable customers, the literature does not resolve issues related to the effects on customer value of products purchased as gifts for another person. This study attempts to verify empirically the effects of two representative social network properties (tie strength and the number of ties) on customer monetary value.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 64 (2011)
Issue (Month): 11 ()
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Tie strength; Number of ties; Social network properties; Gift-giving; Customer value;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Childers, Terry L & Rao, Akshay R, 1992. " The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions," Journal of Consumer Research, University of Chicago Press, vol. 19(2), pages 198-211, September.
- Becker, Gary S, 1974.
"A Theory of Social Interactions,"
Journal of Political Economy,
University of Chicago Press, vol. 82(6), pages 1063-93, Nov.-Dec..
- Banerjee, Abhijit V, 1992. "A Simple Model of Herd Behavior," The Quarterly Journal of Economics, MIT Press, vol. 107(3), pages 797-817, August.
- Yamamoto Sublaban, Cleusa Satico & Aranha, Francisco, 2009. "Estimating cellphone providers' customer equity," Journal of Business Research, Elsevier, vol. 62(9), pages 891-898, September.
- Lowrey, Tina M & Otnes, Cele C & Ruth, Julie A, 2004. " Social Influences on Dyadic Giving over Time: A Taxonomy from the Giver's Perspective," Journal of Consumer Research, University of Chicago Press, vol. 30(4), pages 547-58, March.
- Markus Giesler, 2006. "Consumer Gift Systems," Journal of Consumer Research, University of Chicago Press, vol. 33(2), pages 283-290, 08.
- Joy, Annamma, 2001. " Gift Giving in Hong Kong and the Continuum of Social Ties," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 239-56, September.
- Garner, Thesia I & Wagner, Janet, 1991. " Economic Dimensions of Household Gift Giving," Journal of Consumer Research, University of Chicago Press, vol. 18(3), pages 368-79, December.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If references are entirely missing, you can add them using this form.