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A viral branching model for predicting the spread of electronic word of mouth

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Competitive strategies in the motion picture industry : an ABM to study investment decisions

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A viral branching model for predicting the spread of electronic word-of-mouth

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Competitive spillover elasticities of electronic word of mouth : an application to the soft drink industry

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A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth

van der Lans, Ralf - 2012

In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...

Persistent link: https://www.econbiz.de/10013117006