Abstract
The present research examines, by using agent-based simulation, how word-of-mouth about a new product spreads over an informal network among consumers. In particular, we focus on clarifying relationship between diffusion of word-of-mouth and network structure of the society. Whether or not there is any essential difference of diffusion process between in a mosaic and in an oligopolistic society is one of our main questions. The findings obtained not only are insightful and interesting in academic sense, but also provide useful suggestions to marketing practice.
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Kjima, K., Hirata, H. (2005). Diffusion of Word-of-Mouth in Segmented Society: Agent-Based Simulation Approach. In: Kim, T.G. (eds) Artificial Intelligence and Simulation. AIS 2004. Lecture Notes in Computer Science(), vol 3397. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-30583-5_21
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DOI: https://doi.org/10.1007/978-3-540-30583-5_21
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-24476-9
Online ISBN: 978-3-540-30583-5
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