An open agent-based model to simulate the effect of WOM marketing campaigns

Paul Leger, Manuela López, Carmen Hidalgo-Alcázar, Hiroaki Fukuda

Research output: Contribution to journalConference articlepeer-review


Word-Of-Mouth (WOM) is the opinion of consumers about a product. There is currently a clear trend in the use of WOM to diffuse information about a new product, known as WOM marketing campaigns. Marketing researchers are studying the impact of the different types of these campaigns has. The difficulty in getting data and isolating the effect that is analyzed limits the research of marketers in this topic. Lastly, some simulation models based on agents have overcome previous difficulty. However, these models are ad-hoc and specific solutions for every study. This poster proposes an open implementation of an agent-based model to simulate different scenarios of WOM marketing campaigns. Through customizations, this proposal will allow marketing researchers to test WOM marketing campaigns in different scenarios.


  • Agent-based models
  • Open implementations
  • Word-of-mouth

ASJC Scopus subject areas

  • Artificial Intelligence
  • Computer Networks and Communications
  • Hardware and Architecture
  • Software
  • Neuroscience (miscellaneous)


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