Valuing customers for social network services

Young-Hyuck Joo, Yunsik Kim and Suk-Joon Yang

Journal of Business Research, 2011, vol. 64, issue 11, 1239-1244

Abstract: In 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.

Keywords: Tie strength; Number of ties; Social network properties; Gift-giving; Customer value (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:11:p:1239-1244

DOI: 10.1016/j.jbusres.2011.06.030

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