TY - JOUR
T1 - An open agent-based model to simulate the effect of WOM marketing campaigns
AU - Leger, Paul
AU - López, Manuela
AU - Hidalgo-Alcázar, Carmen
AU - Fukuda, Hiroaki
N1 - Publisher Copyright:
Copyright © 2016 ICST.
Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
KW - Agent-based models
KW - Open implementations
KW - Word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=85052183374&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85052183374&partnerID=8YFLogxK
U2 - 10.4108/eai.3-12-2015.2262533
DO - 10.4108/eai.3-12-2015.2262533
M3 - Conference article
AN - SCOPUS:85052183374
SN - 2411-6777
JO - EAI International Conference on Bio-inspired Information and Communications Technologies (BICT)
JF - EAI International Conference on Bio-inspired Information and Communications Technologies (BICT)
T2 - 9th EAI International Conference on Bio-Inspired Information and Communications Technologies, BICT 2015
Y2 - 3 December 2015 through 5 December 2015
ER -