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Using agent-based models to design social marketing campaign

Author

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  • Perez-Mujica, Luisa
  • Duncan, Roderick
  • Bossomaier, Terry

Abstract

基于社区的社会营销(CBSM)在市场促销中吸引社区成员积极参与能为社会带来好处。但是, 采用为营销人员提供的标准工具来模拟CBSM中社区成员的行为效果不佳。我们演示如何采用基于主体建模(ABM)来模拟社区成员的个人行为, 围绕社区营销效果假说, 判定CBSM促销效果的敏感度。我们为湿地经理开发了一套ABM, 采用这个方法模拟在湿地地区促进环境旅游的营销计划效果。湿地经理必须权衡营销成本及旅游活动对湿地所造成的破坏与生态旅游所带来的价值。我们从模拟中发现的证据表明, 湿地生态健康对社会营销设计反应敏感。

Suggested Citation

  • Perez-Mujica, Luisa & Duncan, Roderick & Bossomaier, Terry, 2014. "Using agent-based models to design social marketing campaign," Australasian marketing journal, Elsevier, vol. 22(1), pages 36-44.
    • Handle: RePEc:eee:aumajo:v:22:y:2014:i:1:p:36-44
    DOI: 10.1016/j.ausmj.2013.12.006
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    References listed on IDEAS

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    Cited by:

    1. Chi-Horng Liao, 2020. "Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach," IJERPH, MDPI, vol. 17(17), pages 1-19, August.
    2. Juana Castro & Stefan Drews & Filippos Exadaktylos & Joël Foramitti & Franziska Klein & Théo Konc & Ivan Savin & Jeroen van den Bergh, 2020. "A review of agent‐based modeling of climate‐energy policy," Wiley Interdisciplinary Reviews: Climate Change, John Wiley & Sons, vol. 11(4), July.
    3. Marin-Pantelescu Andreea, 2018. "Improving Hotel Services in Romania Using Marketing Campaigns," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 56-68, December.
    4. Chi-Horng Liao, 2020. "Investigating the Key Success Factors of Social Marketing in Promoting Environmental Consciousness: A Dematel-Based Approach," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 1-1, July.

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