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

Baethge, Catherine, Klier, Julia, Klier, Mathias and Lindner, Georg (2017) Customers’ Influence Makes or Breaks Your Brand’s Success Story – Quantifying Positive and Negative Social Influence in Online Customer Networks. In: International Conference on Information Systems (ICIS), December 10-13, 2017, Seoul, South Korea.

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Date of publication of this fulltext: 29 Nov 2017 08:56

Other URL: http://aisel.aisnet.org/icis2017/SocialMedia/Presentations/23/


Abstract

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 ...

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Item type:Conference or workshop item (Paper)
Date:December 2017
Additional Information (public):Proceedings of the 38th International Conference on Information Systems (ICIS), Seoul, South Korea, December 10-14, 2017.
Institutions:Business, Economics and Information Systems > Institut für Wirtschaftsinformatik
Business, Economics and Information Systems > Institut für Wirtschaftsinformatik > Lehrstuhl für Wirtschaftsinformatik II (Prof. Dr. Bernd Heinrich)
Keywords:Social Influence, Online Customer Network, Customer Valuation
Dewey Decimal Classification:300 Social sciences > 330 Economics
Status:Published
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Yes
Item ID:36362
Owner only: item control page

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