Monetary value of customer networks in Mobile Social Networking Services

Naohiro Matsumura, Hikaru Yamamoto

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Mobile Social Networking Services (SNS) are an emerging trend in which individuals of similar interests communicate with one another using mobile phones. In this paper, we calculate the monetary value of customers and their networks in mobile SNS using the official data provided by a service provider. The mobile SNS enable users to create their avatars to communicate with each other via blog comments and communities. The company sells various items for these avatars such as apparel and interiors. This service generates consumer purchase history data and user network data. 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 aim of this paper is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. The results of empirical analysis show that our approach is useful in finding valuable customers for marketing activities and outperforms conventional metrics such as degree centrality.

Original languageEnglish
Title of host publicationICWSM 2010 - Proceedings of the 4th International AAAI Conference on Weblogs and Social Media
Pages287-290
Number of pages4
Publication statusPublished - 2010 Dec 1
Externally publishedYes
Event4th International AAAI Conference on Weblogs and Social Media, ICWSM 2010 - Washington, DC, United States
Duration: 2010 May 232010 May 26

Publication series

NameICWSM 2010 - Proceedings of the 4th International AAAI Conference on Weblogs and Social Media

Other

Other4th International AAAI Conference on Weblogs and Social Media, ICWSM 2010
CountryUnited States
CityWashington, DC
Period10/5/2310/5/26

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ASJC Scopus subject areas

  • Computer Networks and Communications

Cite this

Matsumura, N., & Yamamoto, H. (2010). Monetary value of customer networks in Mobile Social Networking Services. In ICWSM 2010 - Proceedings of the 4th International AAAI Conference on Weblogs and Social Media (pp. 287-290). (ICWSM 2010 - Proceedings of the 4th International AAAI Conference on Weblogs and Social Media).