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A Contribution of Dynamical Systems Theory and Epidemiological Modeling to a Viral Marketing Campaign

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Intelligent Systems Design and Applications (ISDA 2016)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 557))

Abstract

Nowadays, the interest in analyze and study the behavior of uncontrollable nature phenomena related to the impact of marketing campaigns is an action of prime importance to prevent chaotic dynamics. In this paper we assess the influence of Dynamical Systems theory and Mathematical Epidemiology on a real viral marketing campaign: Dove Real Beauty Sketches, based on a SIR epidemiological model. Motivated by the overwhelming success of this campaign, we study the mathematical properties and dynamics of the campaign real data - from the parameters estimation and its sensitivity to the stability of the mathematical model, simulated in Matlab. Mathematically, we show not only that the campaign was a viral epidemic, but also that it can be leveraged and optimized by epidemiological and mathematical modeling, which offer important guidelines to maximize the impact of a viral message and minimize the uncertainty related to the conception and outcome of new marketing campaigns.

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Acknowledgments

This work was supported in part by the Portuguese Foundation for Science and Technology (FCT - Fundação para a Ciência e a Tecnologia), through CIDMA - Center for Research and Development in Mathematics and Applications, within project UID/MAT/04106/2013; and through Algoritmi R&D Center, under COMPETE: POCI-01-0145-FEDER-007043 within the Project Scope: UID/CEC/00319/2013.

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Authors and Affiliations

  1. Department of Production and Systems, University of Minho, Braga, Portugal

    João N. C. Gonçalves

  2. Center for Research and Development in Mathematics and Applications (CIDMA), Department of Mathematics, University of Aveiro, Aveiro, Portugal

    Helena Sofia Rodrigues

  3. School of Business Studies, Viana do Castelo Polytechnic Institute, Valença, Portugal

    Helena Sofia Rodrigues

  4. Algoritmi R&D Center, Department of Production and Systems, University of Minho, Braga, Portugal

    M. Teresa T. Monteiro

Authors
  1. João N. C. Gonçalves
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  2. Helena Sofia Rodrigues
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  3. M. Teresa T. Monteiro
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Corresponding author

Correspondence to João N. C. Gonçalves .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Instituto Superior de Engenharia do Port, Porto, Portugal

    Ana Maria Madureira

  2. Scientific Network for Innovation and Research Excellence, Machine Intelligence Research Labs, Auburn, Washington, USA

    Ajith Abraham

  3. Polytechnic Institute of Porto, Felgueiras, Portugal

    Dorabela Gamboa

  4. Campus of Gualtar, University of Minho, Braga, Portugal

    Paulo Novais

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Gonçalves, J.N.C., Rodrigues, H.S., Monteiro, M.T.T. (2017). A Contribution of Dynamical Systems Theory and Epidemiological Modeling to a Viral Marketing Campaign. In: Madureira, A., Abraham, A., Gamboa, D., Novais, P. (eds) Intelligent Systems Design and Applications. ISDA 2016. Advances in Intelligent Systems and Computing, vol 557. Springer, Cham. https://doi.org/10.1007/978-3-319-53480-0_96

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  • DOI: https://doi.org/10.1007/978-3-319-53480-0_96

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-53479-4

  • Online ISBN: 978-3-319-53480-0

  • eBook Packages: EngineeringEngineering (R0)

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