Valuation of online social networks taking into account users’ interconnectedness

Gneiser, Martin; Heidemann, Julia; Klier, Mathias; Landherr, Andrea; Probst, Florian

doi:10.1007/s10257-010-0153-1

Cited by 31 publications

(12 citation statements)

References 42 publications

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“…However, this standard approach may not be valid for networks, particularly if the network does not yet have any profits or if the profit growth rate exceeds the interest rate. Another approach suitable for subscription-based businesses is to calculate the customer lifetime value for each network member from his or her own discounted cash flows (Gneiser et al 2012). This alternative is based on customer equity theory (Rust, Lemon, and Zeithaml 2004) but may not be particularly robust in a world in which people can easily cancel or change subscriptions.…”

Section: Measuring Brand Valuementioning

confidence: 99%

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan¹,

Sorescu²,

Steenkamp³

et al. 2020

Journal of Marketing

283

211

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Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.

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Section: Measuring Brand Valuementioning

confidence: 99%

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan¹,

Sorescu²,

Steenkamp³

et al. 2020

Journal of Marketing

283

211

View full text Add to dashboard Cite

show abstract

“…The Internet as well as Web 2.0 and 3.0 technologies do nothing but amplify social networks. According to Gneiser et al (2012), OSNs allow individuals: (a) to build a public or semi-public profile within a well-defined system, (a) to articulate a list of users with whom they have a connection and, finally, (c) to see and cross their connections list with others made by different individuals belonging to the same system.…”

Section: Insert Tablementioning

confidence: 99%

University students and online social networks: Effects and typology

González

Gascó

Llopis

2019

Journal of Business Research

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Immersed, educated, and raised amid technology, the new student generation is formed by digital natives. The use of online social networks (OSNs) has soared in recent years, and students are among those who have adopted them more enthusiastically. Therefore, it is necessary to analyze how students' academic life is shaped by the use of such networks. After providing a review of the literature on OSNs and their influence on students, this study presents the results of a survey that proved helpful to assess students' opinions in this regard. A typology of students based on their perceptions of OSNs is provided. The findings suggest that students value the positive aspects of OSNs to a much greater extent than they value the negative aspects of OSNs.

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“…Next, an enterprise can adjust its market competition policies to obtain strategic advantage. Gneiser, Heidemann, Klier, Landherr, Probst (2012) propose an economic model for the valuation of online social networks. The result of their model was in the range of the market capitalization at the instant of XING's valuation.…”

Section: Related Workmentioning

confidence: 99%

Sprout of e-enterprises stimulated by public support

Konopielko

Wytrębowicz

2018

European Journal of Service Management

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The aim of this paper is to report selected results from an analysis of Internet-based e-services that were created with the support of the EU sponsored Operational Programme for Innovative Economy run by the Polish Agency for Enterprise Development (PARP). From 2008 to 2014, PARP allocated funds for the creation of 2,730 enterprises that develop new e-services. Efficiency of this public support is the focus of this paper; however, there exist no simple means to measure and assess it. Analysis takes advantage of different metrics that can be applied to a numerous set of web pages. The main finding of the paper is that the scheme produced a negative value in terms of its effectiveness, thus raising an issue of rationality of public intervention in Internet-based e-services sector. In comparison with other papers dealing with various subsidy schemes, we did not assume a priori that the subsidy outlays would bring positive effect, allowing for unrestricted assessment of the results obtained in the scheme.

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Valuation of online social networks taking into account users’ interconnectedness

Cited by 31 publications

References 42 publications

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

University students and online social networks: Effects and typology

Sprout of e-enterprises stimulated by public support

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