Soziale Interaktionen haben einen wesentlichen Einfluss auf die von Konsumenten präferierten Marken, ihre Kaufentscheidungen, auf die empfundenen Emotionen während des Kaufprozesses sowie zukünftige Konsumabsichten. Gleichwohl beschränken sich diese Interaktionen nicht nur auf die reale...

This paper estimates a dynamic model of user behavior in a social network site using unique data on the daily login activity of a sample of members of MySpace.com. We view a social network as a stock of capital that yields a flow of utilities over time by creating interactions between the site...

It is well established in the literature that customer retention is at least as important as customer acquisition, especially in the freemium-based virtual economy, in which individuals are connected by multi-relational social networks, such as the “friendships” and “guilds” (virtual...