A Model to Evaluate the Value of Social Network Sites
Date Issued
2009
Date
2009
Author(s)
Tseng, Hsiang
Abstract
Web 2.0 services are acknowledged as the leading online trend. Since mid-2007 Social Network Sites (SNSs) have become an extremely successful component of Web 2.0 services . However, the characteristics of social networks services make evaluation inherently problematic.f a social network website is representative of a company, meaning that the members are its customers, a social network website model appears compatible with certain business models. Customer Acquisition, Customer Retention and Customer Expansion determine the long-run profitability of a firm. Social network websites are faced with similar considerations. he present research proposes a model based on Customer Lifetime Value (CLV) model, a marketing metric measure of customers’ value, to determine value in SNSs. However, it is not easy to directly apply them to a social network website. This research will transform Customers Lifetime Value into a non-monetary index, and establish the model as a self-supported cycle. The model is implemented to simulate the value of a social network website based in Taiwan. Though the results are found wanting in some respects, they remain suggestive of fruitful avenues to explore in future research.
Subjects
customer lifetime value
social network sites
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