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• W2121036235 abstract "Taking paying customers as the point of departure, this article develops a mathematical approach linking the explicit financial worth of the paying customer (customer lifetime value) to the implicit social value of the nonpaying customer (word of mouth). When paying customers talk about their purchases in online social networks, word of mouth is spread from the paying customer to nonpaying customers (who may act on this information by either converting to a paying customer or remaining a nonpayer but spreading more word of mouth). Drawing on graph theory, we propose a conceptual method for calculating the financial value of the word of mouth shared between paying and nonpaying customers in a hypothetical social network (network value). Consequently, an aggregate metric, termed total network value, is also derived as the sum of all network value connections between paying and nonpaying customers in a social network. Implications for strategic marketing decisions and the need for empirical work are discussed." @default.
• W2121036235 created "2016-06-24" @default.
• W2121036235 creator A5018749692 @default.
• W2121036235 creator A5058486957 @default.
• W2121036235 date "2015-10-02" @default.
• W2121036235 modified "2023-09-24" @default.
• W2121036235 title "Using Graph Theory to Value Paying and Nonpaying Customers in a Social Network: Linking Customer Lifetime Value to Word-of-Mouth Social Value" @default.
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• W2121036235 doi "https://doi.org/10.1080/15332667.2015.1095008" @default.
• W2121036235 hasPublicationYear "2015" @default.
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