The study of properties of the word of mouth marketing using cellular automata
2014
artykuł naukowy
angielski
- word of mouth marketing
- cellular automata
- agent based modeling
EN This article presents the possibility of using cellular automata, to study the properties of word of mouth (w-o-m) marketing. Cellular automata allow to analyze the dynamics of changes in views and attitudes in social groups based on local interactions between people in small groups of friends, family members etc. The proposed paper shows the possibility of modelling the dynamics of word of mouth mechanism, if the basic assumptions of this process are: different size groups where this phenomenon occurs, and varied access to information. On the competing firms market, the dependence of the w-o-m mechanism dynamics on the model parameters is shown.
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CC BY-NC-ND (uznanie autorstwa - użycie niekomercyjne - bez utworów zależnych)
publiczny
15