Go to content
UR Home

Customers’ Influence Makes or Breaks Your Brand’s Success Story – Quantifying Positive and Negative Social Influence in Online Customer Networks

URN to cite this document:
DOI to cite this document:
Baethge, Catherine ; Klier, Julia ; Klier, Mathias ; Lindner, Georg
Date of publication of this fulltext: 29 Nov 2017 08:56


The ongoing proliferation of digital technologies is reshaping the customer-firm relationship by providing new possibilities for companies and customers to interact with each other. Companies try to involve customers in firm-sponsored online customer networks to connect them more deeply with the brand. In this context, the impact of positive social influence ...


Owner only: item control page
  1. Homepage UR

University Library

Publication Server


Publishing: oa@ur.de
0941 943 4239

Dissertations: dissertationen@ur.de
0941 943 3904

Research data: daten@ur.de
0941 943 4239

Contact persons