Nadine HennigsSoziale Netzwerke als Kaufentscheidungsdimension

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The relevance of social networks is continuously rising in both marketing research and managerial practice. This study focuses on the importance of social networks in the context of an efficient customer relationship management. Social network effects and customer referral behaviour is of special importance with reference to credence goods like financial services. Referring to the research question, if and to what extant social networks influence consumer behaviour, an integrative framework that encompasses relevant theoretical and empirical insights is empirically verified with special reference to the individual and social capital of different types of social influencers.