Agent-based modeling of the word-of-mouth effect on promoting brand-name agricultural products

Qiuyi Huang (), Xiaoping Zheng (), Mengjie Zhang and Xiaoshuan Zhang
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Qiuyi Huang: China Agricultural University
Xiaoping Zheng: China Agricultural University
Mengjie Zhang: China Agricultural University
Xiaoshuan Zhang: China Agricultural University

Journal of Economic Interaction and Coordination, 2022, vol. 17, issue 3, No 8, 875-896

Abstract: Abstract Developing brand agricultural products (BAPs) has become a strategic choice for consumption upgrading and agricultural modernization in China. As a powerful marketing method, word-of-mouth (WOM) is rarely applied to BAPs. Based on the particularity of the agricultural environment and products in China, this paper focuses on the WOM behavior of consumers regarding BAPs. An agent-based simulation model was designed, including attitude and motivation functions. The former determines consumers’ attitudes toward BAPs, whereas the latter determines whether consumers will spread information by WOM. The model was validated, and some parameters were measured through a survey of Beijing consumers. Then, experiments were conducted to simulate the evolution process of consumers’ attitudes and willingness to engage in WOM and the influence of consumer heterogeneity on WOM spreading. Exploratory findings mainly show that (1) only when the strength of WOM marketing reaches a certain degree can it affect consumer attitudes toward BAPs, (2) in the early stage of WOM spreading, the greater the strength of economic stimulation to consumers, the greater the rate of WOM communication, and (3) the higher the education level of the target group of WOM marketing, the higher the efficiency of WOM communication.

Keywords: Word-of-mouth (WOM); Brand agricultural products (BAPs); Agent-based model (ABM); Brand attitude; Willingness to spread (search for similar items in EconPapers)
JEL-codes: C51 C63 C83 D91 M31 M37 Q13 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11403-022-00349-6

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