WORD-OF-MOUTH MARKETING AND ENTERPRISE STRATEGIES: A BOTTOM-UP DIFFUSION MODEL

Marco Remondino ()

Annals of Spiru Haret University, Economic Series, 2011, vol. 2, issue 2, 101-105

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.

Keywords: viral marketing; social diffusion; word of mouth; simulation (search for similar items in EconPapers)
JEL-codes: M10 M20 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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