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Customer lifetime network value: customer valuation in the context of network effects

URN to cite this document:
urn:nbn:de:bvb:355-epub-356105
DOI to cite this document:
10.5283/epub.35610
Däs, Miriam ; Klier, Julia ; Klier, Mathias ; Lindner, Georg ; Thiel, Lea
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Date of publication of this fulltext: 04 May 2017 13:51


Abstract

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. ...

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