CUREJ - College Undergraduate Research Electronic Journal

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

Tony S. Wang, University of Pennsylvania

Division: Humanities

Dept/Program: Philosophy Politics & Econ

Document Type: Undergraduate Student Research

Mentor(s): John Gasper

Date of this Version: 15 December 2008

This document has been peer reviewed.

 

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.

Discipline(s)

Advertising and Promotion Management | Marketing | Technology and Innovation

Suggested Citation

Wang, Tony S., "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" 15 December 2008. CUREJ: College Undergraduate Research Electronic Journal, University of Pennsylvania, https://repository.upenn.edu/curej/109.

Date Posted: 10 September 2009

This document has been peer reviewed.

 
Final Project - Viral Marketing.nlogo (39 kB)
The agent based model used for the study (Please use only with NetLogo)

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