An Agent-Based Model of Viral Marketing: Comparing online-based viral and traditional marketing in a closed system for fashion trends in a competitive setting
Penn collection
Degree type
Discipline
Subject
Word of Mouth
Agent-Based Modeling
NetLogo
Online Marketing
ABM
Humanties
Philosopy Politcs & Economics
John Gasper
Gasper
John
Advertising and Promotion Management
Marketing
Technology and Innovation
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Abstract
Viral marketing, is it hot or just hot air? Is the only thing viral about viral marketing the hype it‟s receiving from the academic community, the corporate world, and the media? This study presents an agent-based model to determine if viral marketing is significantly more effective than traditional marketing in the context of a closed world where two clothing companies compete with one another for consumer loyalty, one using only online viral ads and the only online traditional ads. The study concludes that viral marketing has a small, yet statistically significant advantage over traditional marketing as a whole. The study also finds that viral marketing does significantly better in settings with high populations and high levels of localization.
Advisor
Gasper