Word-of-mouth marketing and enterprise strategies: a bottom-up diffusion model


  • Marco REMONDINO Prof. a contratto PhD Department of Business and Management University of Torino Italy


viral marketing, social diffusion, word of mouth, simulation


A comprehensive simulation model is presented, aimed to show the dynamics of social diffusion based on the word of mouth (e.g.: viral marketing) over a social network of interconnected individuals. The model is build following a bottom-up approach and the agent based paradigm; this means that the dynamics of the diffusion is simulated in real time and generated at the micro level, not calculated by using mathematical formulas. This allows both to follow – step by step – the emergent process and to be able – if needed – to add complex behavior for the agents and analyze how this impacts the phenomenon at the macro level.  


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How to Cite

REMONDINO, M. (2011). Word-of-mouth marketing and enterprise strategies: a bottom-up diffusion model. Annals of Spiru Haret University. Economic Series, 11(2), 101–106. Retrieved from https://www.anale.spiruharet.ro/economics/article/view/11210