Modeling Viral Marketing Dynamics in Social Networks - Findings From Computational Experiments with Agent-Based Simulation Models
ISBN
978-0-615-71843-9
Type
conference paper
Date Issued
2012-12-16
Author(s)
Abstract
In this article, we provide a computational simulation model which offers alternative explanations on viral marketing campaign effectiveness compared to standard aggregate diffusion models by (1) combining individual preference information and heterogeneity among individuals as well as (2) simulating differing degrees of interconnectedness among individuals within social networks. Our model provides novel evidence when and how particular seeding and targeting strategies in viral marketing campaigns may foster and when they impede rapid diffusion within networks. Implications for practical marketing campaigns as well as modeling of different market characteristics are discussed.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings of the International Conference on Information Systems, ICIS 2012
Publisher
Association for Information Systems
Start page
15
Event Title
33rd International Conference on Information Systems (ICIS)
Event Location
Orlando, FL
Event Date
16.-19.12.2012
Subject(s)
Eprints ID
221813