Le potentiel viral des internautes: utopie ou réalité ? Une approche par les réseaux Bayésiens

Christine Balagué ()
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Christine Balagué: ESSEC Business School

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Abstract: The efficiency of viral marketing operations relies on the viral potential of the Web users who pass long messages to others creating by this way a chain of several successive generations of individuals interacting each others. In this article, we model this viral potential by Bayesian networks and apply it on a Web promotional game.

Keywords: Viral marketing; Bayesian network; Modeling; Promotional game; Internet; Viral potential; Marketing viral; Réseau Bayésien; Modélisation; Jeu promotionnel; Potentiel viral (search for similar items in EconPapers)
Date: 2006-05-11
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Published in AFM 2006 : XXIIe Congrès International de l'Association Française de Marketing, May 2006, Nantes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00387536

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