Research Output

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

  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

  • Date:

    15 January 2019

  • Publication Status:

    Accepted

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    658 General management

  • Funders:

    Edinburgh Napier Funded

Citation

Azer, J., & Ranaweera, C. (in press). The Impact of Non-customers with High Influencer Value in Social Networks. In Conference Proceedings

Authors

Keywords

Customer influence, social networks,

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