عنوان مقاله [English]
Identifying effective customers who have a positive or negative effect on other customers' purchasing decision behavior is a major concern of the businesses. The culture and art industry has the most dynamic and active customers. The cinema and theater industry customers are more sensitive to the product they receive and other customers who will buy it. In this study, based on complex network theory, social network analysis techniques, and using the concepts of verbal communication and customer referral value, a model for identifying effective users in customers' decision behavior is presented and customer value is measured based on different customer roles within the network. In this research, in the first step, the lifetime value of Tiwall (a social network of cultural and artistic products including cinema and theater) customers was calculated and then, by drawing the communication network, customers were divided into four optimal clusters based on the scope of communication with
each other. Users' network parameters were extracted and the feature of life value of customers was added. In the next step, a model for identifying and measuring the verbal value of customers based on the definition of extractive relationships was presented. Using this model and with the decision tree algorithm, 10 different networks of influence and influence based on 6 defined roles of users (positive influencer, negative influencer, first-type client, type-two client, positive reversal, and negative reversal) were drawn and the lifetime value in the stream and the reference value in the flow of each network were calculated. By using the obtained results for the reference value and lifetime of each user, Characteristics of Lifetime Value and Reference Value were divided into four sections: Heroes, Wealthy, Propaganda, and Stingy. As a result, the comparison of referral value with lifetime value and network value indicates that the high share of neglected customer referrals in the profitability of a product, an organization and a dynamic industry, and customer valuation aspects in these types of businesses should be developed.