UM  > 科技學院  > 電腦及資訊科學系
The modeling and analysis of the word-of-mouth marketing
Li, Pengdeng1; Yang, Xiaofan1; Yang, Lu-Xing1,2; Xiong, Qingyu1; Wu, Yingbo1; Tang, Yuan Yan3
2018-03-01
Source PublicationPHYSICA A-STATISTICAL MECHANICS AND ITS APPLICATIONS
ISSN0378-4371
Volume493Pages:1-16
Abstract

As 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. 

KeywordWord-of-mouth Marketing Overall Profit Differential Dynamical System Equilibrium Global Attractivity
DOIhttps://doi.org/10.1016/j.physa.2017.10.050
URLView the original
Indexed BySCI ; SSCI ; SSCI
Language英语
WOS Research AreaPhysics
WOS SubjectPhysics, Multidisciplinary
WOS IDWOS:000423892800001
PublisherELSEVIER SCIENCE BV
The Source to ArticleWOS
Fulltext Access
Citation statistics
Cited Times [WOS]:7   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF COMPUTER AND INFORMATION SCIENCE
Corresponding AuthorLi, Pengdeng; Yang, Xiaofan; Yang, Lu-Xing; Xiong, Qingyu; Wu, Yingbo; Tang, Yuan Yan
Affiliation1.School of Software Engineering, Chongqing University, Chongqing, 400044, China
2.Faculty of Electrical Engineering, Mathematics and Computer Science, Delft University of Technology, Delft, GA 2600, The Netherlands
3.Department of Computer and Information Science, The University of Macau, Macau
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Li, Pengdeng,Yang, Xiaofan,Yang, Lu-Xing,et al. The modeling and analysis of the word-of-mouth marketing[J]. PHYSICA A-STATISTICAL MECHANICS AND ITS APPLICATIONS,2018,493:1-16.
APA Li, Pengdeng,Yang, Xiaofan,Yang, Lu-Xing,Xiong, Qingyu,Wu, Yingbo,&Tang, Yuan Yan.(2018).The modeling and analysis of the word-of-mouth marketing.PHYSICA A-STATISTICAL MECHANICS AND ITS APPLICATIONS,493,1-16.
MLA Li, Pengdeng,et al."The modeling and analysis of the word-of-mouth marketing".PHYSICA A-STATISTICAL MECHANICS AND ITS APPLICATIONS 493(2018):1-16.
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Li, Pengdeng]'s Articles
[Yang, Xiaofan]'s Articles
[Yang, Lu-Xing]'s Articles
Baidu academic
Similar articles in Baidu academic
[Li, Pengdeng]'s Articles
[Yang, Xiaofan]'s Articles
[Yang, Lu-Xing]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Li, Pengdeng]'s Articles
[Yang, Xiaofan]'s Articles
[Yang, Lu-Xing]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.