Word-of-mouth marketing and enterprise strategies: a bottom-up diffusion model

Authors

  • Marco REMONDINO Prof. a contratto PhD Department of Business and Management University of Torino Italy

Keywords:

viral marketing, social diffusion, word of mouth, simulation

Abstract

A comprehensive simulation model is presented, aimed to show the dynamics of social diffusion based on the word of mouth (e.g.: viral marketing) over a social network of interconnected individuals. The model is build following a bottom-up approach and the agent based paradigm; this means that the dynamics of the diffusion is simulated in real time and generated at the micro level, not calculated by using mathematical formulas. This allows both to follow – step by step – the emergent process and to be able – if needed – to add complex behavior for the agents and analyze how this impacts the phenomenon at the macro level.  

References

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Phelps, J.E., Lewis, R., Mobilio, L., Perry, D, and Raman, N. (2004), Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. “Journal of Advertising Research”, 44, pp. 333-348.

Wilson, R.F. (2000), The Six Principles of Viral Marketing. Web Marketing Today.

Dye, R. (2000), The Buzz on Buzz. “Harvard Business Review”, 78(6): pp. 139-146.

Jurvetson, S. (2000), What Exactly Is Viral Marketing? Red Herring, 78:110-112.

Reichheld, F. (2003), The One Number You Need to Grow. “Harvard Business Review”, 81(12):47-54.

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Published

2011-06-29

How to Cite

REMONDINO, M. (2011). Word-of-mouth marketing and enterprise strategies: a bottom-up diffusion model. Annals of Spiru Haret University. Economic Series, 11(2), 101–106. Retrieved from https://anale.spiruharet.ro/economics/article/view/11210

Issue

Vol. 11 No. 2 (2011)

Section

ACADEMIA PAPERS

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