The Impact of Non-customers with High Influencer Value in Social Networks

Azer, Jaylan; Ranaweera, Chatura

Abstract

This paper provides new insights about customer influencer value in social networks. Thereby, identifying customers with high degrees of influence, not only by their network size but also the type of online social ties they have within their networks. Moreover, this paper provides empirical evidence of the theoretical possibility of noncustomers to have influencer values by revealing their impact on other actors’ expected purchase accounting for the moderating roles of valence and the category of offering

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: QUIS16, The 16th International Research Symposium on Advancing Service Research and Practice!
• Start Date: Jun 10, 2019
• End Date: Jun 13, 2019
• Online Publication Date: Jun 30, 2019
• Deposit Date: Mar 20, 2019
• Publicly Available Date: Jun 30, 2019
• Keywords: Customer influence, social networks
• Public URL: http://researchrepository.napier.ac.uk/Output/1570446
• Contract Date: Mar 20, 2019