File(s) under permanent embargo
The modeling and analysis of the word-of-mouth marketing
journal contribution
posted on 2018-03-01, 00:00 authored by P Li, X Yang, Luxing YangLuxing Yang, Q Xiong, Y Wu, Y Y TangAs compared to the traditional advertising, word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and much faster propagation, and this is especially the case with the popularity of online social networks. This paper focuses on the modeling and analysis of the WOM marketing. A dynamic model, known as the SIPNS model, capturing the WOM marketing processes with both positive and negative comments is established. On this basis, a measure of the overall profit of a WOM marketing campaign is proposed. The SIPNS model is shown to admit a unique equilibrium, and the equilibrium is determined. The impact of different factors on the equilibrium of the SIPNS model is illuminated through theoretical analysis. Extensive experimental results suggest that the equilibrium is much likely to be globally attracting. Finally, the influence of different factors on the expected overall profit of a WOM marketing campaign is ascertained both theoretically and experimentally. Thereby, some promotion strategies are recommended. To our knowledge, this is the first time the WOM marketing is treated in this way.
History
Journal
Physica A: statistical mechanics and its applicationsVolume
493Pagination
1 - 16Publisher
ElsevierLocation
Amsterdam, The NetherlandsPublisher DOI
ISSN
0378-4371Language
engPublication classification
C Journal article; C1.1 Refereed article in a scholarly journalCopyright notice
2017, Elsevier B.V.Usage metrics
Categories
Keywords
Word-of-mouth marketingOverall profitDifferential dynamical systemEquilibriumGlobal attractivityScience & TechnologyPhysical SciencesPhysics, MultidisciplinaryPhysicsINNOVATION DIFFUSION-MODELINFLUENCE MAXIMIZATIONSPREADING PROCESSESCOMPUTER VIRUSESNETWORKINFORMATIONSTRATEGYQuantum MechanicsOrdinary Differential Equations, Difference Equations and Dynamical SystemsDistributed Computing
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC