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 article

Abstract

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.

Fingerprint

Marketing

Keywords

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

ASJC Scopus subject areas

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

Cite this

An open agent-based model to simulate the effect of WOM marketing campaigns. / Leger, Paul; López, Manuela; Hidalgo-Alcázar, Carmen; Fukuda, Hiroaki.

In: EAI International Conference on Bio-inspired Information and Communications Technologies (BICT), 01.01.2015.

Research output: Contribution to journalConference article

@article{9823a6d9d5b24b27a764c20a48c6cdff,
title = "An open agent-based model to simulate the effect of WOM marketing campaigns",
abstract = "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.",
keywords = "Agent-based models, Open implementations, Word-of-mouth",
author = "Paul Leger and Manuela L{\'o}pez and Carmen Hidalgo-Alc{\'a}zar and Hiroaki Fukuda",
year = "2015",
month = "1",
day = "1",
doi = "10.4108/eai.3-12-2015.2262533",
language = "English",
journal = "EAI International Conference on Bio-inspired Information and Communications Technologies (BICT)",
issn = "2411-6777",

}

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

PY - 2015/1/1

Y1 - 2015/1/1

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

JO - EAI International Conference on Bio-inspired Information and Communications Technologies (BICT)

JF - EAI International Conference on Bio-inspired Information and Communications Technologies (BICT)

SN - 2411-6777

ER -