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Word-Of-Mouth Marketing And Enterprise Strategies: A Bottom-Up Diffusion Model

Author

Listed:
  • Remondino, Marco

    (University of Torino Italy)

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.

Suggested Citation

  • Remondino, Marco, 2011. "Word-Of-Mouth Marketing And Enterprise Strategies: A Bottom-Up Diffusion Model," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 2(2), pages 101-105.
    • Handle: RePEc:ris:sphecs:0135
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    References listed on IDEAS

    as
    1. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
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    Cited by:

    1. Lara Penco & Marco Remondino & De Falco Salvatore Esposito, 2013. "L?effetto dei blog e del passaparola virtuale sul processo decisionale dei crocieristi: un?analisi con simulazione ad agenti," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2013(3), pages 371-391.

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    More about this item

    Keywords

    viral marketing; social diffusion; word of mouth; simulation;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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