Conclusions

This research proposes a new way of evaluating and predicting retail rents through the lens of online behavior by correlating influencers with effective rents. We find that the effect of influencing value is significant for both spatial and num-spatial models, which means influencers have an economically significant impact on effective rents of New York’s retail rental market.

Additionally, we find the spatial pattern of influencers’ impact using GWR model.

The research also develops a framework to quantify the impact of online influencer behaviors on retail rents. Using network analysis and spatial econometrics, the method can be replicated and applied to other kinds of online behaviors in social networks

Additionally, the research is not limited in influencer marketing, which is only one of the new activities generated by new technology, but rather inspire a further collaboration in the age of new economy among different stakeholders including landlords and tenants, social media, researchers, and all kinds of data providers for a better understanding of real estate market.

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