Word-of-mouth marketing and enterprise strategies: a bottom-up diffusion model
Keywords:
viral marketing, social diffusion, word of mouth, simulationAbstract
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.
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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
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ACADEMIA PAPERS
