2013 Fiscal Year Final Research Report
Monetary value of word-of-mouth
| Project/Area Number |
23730408
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Seikei University |
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Principal Investigator |
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| Project Period (FY) |
2011 – 2013
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| Keywords | クチコミ / ソーシャルメディア / 広告 / エンゲージメント |
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| Research Abstract |
The aim of this research is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. In previous research, the value of the customer is often estimated using the purchase history, but the network value is neglected. In the field of computer science, the value of the network is evaluated via the network structure, but not much attention is paid to the economic aspect of each node. The contribution of the research are: understanding the effect of word-of-mouth on new customer acquisition, calculating the value of customer and his or her network in social media, and gaining insight into consumer's engagement behavior on social media.
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