EAI Endorsed Transactions on Smart Cities 16(4): e3

Research Article

An Open Agent-Based Model to Simulate the Effect of WOM Marketing Campaigns

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  • @ARTICLE{10.4108/eai.3-12-2015.2262533,
        author={Paul Leger and Manuela L\^{o}pez and Carmen Hidalgo-Alc\^{a}zar and Hiroaki Fukuda},
        title={An Open Agent-Based Model to Simulate the Effect of WOM Marketing Campaigns},
        journal={EAI Endorsed Transactions on Smart Cities},
        volume={16},
        number={4},
        publisher={ACM},
        journal_a={SC},
        year={2016},
        month={5},
        keywords={word-of-mouth, agent-based models, open implementations},
        doi={10.4108/eai.3-12-2015.2262533}
    }
    
  • Paul Leger
    Manuela López
    Carmen Hidalgo-Alcázar
    Hiroaki Fukuda
    Year: 2016
    An Open Agent-Based Model to Simulate the Effect of WOM Marketing Campaigns
    SC
    EAI
    DOI: 10.4108/eai.3-12-2015.2262533
Paul Leger1, Manuela López1, Carmen Hidalgo-Alcázar1, Hiroaki Fukuda2,*
  • 1: Universidad Católica del Norte
  • 2: Shibaura Institute of Technology
*Contact email: hiroaki@shibaura-it.ac.jp

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.