Quantifying Users’ Interconnectedness in Online Social Networks – An Indispensible Step for Economic Valuation

Abstract

Online social networks have been gaining increasing economic importance in light of the rising number of their users. Numerous recent acquisitions priced at enormous amounts have illustrated this development and revealed the need for adequate business valuation models. The value of an online social network is largely determined by the value of its users, the relationships between these users, and the resulting network effects. Therefore, the interconnectedness of a user within the network has to be considered explicitly to get a reasonable estimate for the economic value. Established standard business valuation models, however, do not sufficiently take these aspects into account. Thus, we propose a measure based on the PageRank-algorithm to quantify users' interconnectedness in an online social network. This is a first but indispensible step towards an adequate economic valuation of online social networks.

Leveraging Social Media for Development in Organisations

“…Hence social influence marketing has become inseparable part of any promotion campaign. (Gneiser, Heidemann, Klier, & Landherr, 2009) Even today, some managers need to be coaxed into investing in online marketing campaigns. A lot of effort is needed in convincing them how viable and cost effective the social media platforms are.…”