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Customer Lifetime Network Value

Klier, Julia ; Klier, Mathias ; Thiel, Lea ; Probst, Florian


Abstract

Today, people are increasingly connected and extensively interact with each other using technology-enabled media. Hence, customer s are more frequently exposed to social influence of other customers when making purchase decisions. However, established approaches for customer valuat ion most widely neglect network effects based on social influence leading to a misallocation of resour ces. ...

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