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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:
urn:nbn:de:bvb:355-epub-363627
DOI to cite this document:
10.5283/epub.36362
Baethge, Catherine ; Klier, Julia ; Klier, Mathias ; Lindner, Georg
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Date of publication of this fulltext: 29 Nov 2017 08:56


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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