Ho, Teck-Hua; Li, Shan; Park, So-Eun; Shen, Zuo-Jun Max - In: Marketing Science 31 (2012) 2, pp. 236-256
When social influence plays a key role in the diffusion of new product, the value of a customer often goes beyond her own product purchase. We posit that a customer's value (CV) comes not only from her purchase value (PV) but also from her influence value (IV) (i.e., CV = PV + IV). Therefore, a...