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

Domingos, P. (2005), Mining Social Networks for Viral Marketing. IEEE Intelligent Systems, 20(1), pp. 80-82.

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

Section

ACADEMIA PAPERS