Advertisement

Diffusion of Word-of-Mouth in Segmented Society: Agent-Based Simulation Approach

  • Kyoichi Kjima
  • Hisao Hirata
Part of the Lecture Notes in Computer Science book series (LNCS, volume 3397)

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.

Keywords

Primal Group Informal Network Interaction Rate Infected Agent Absolute Risk Aversion 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Axelrod, R.: The Complexity of Cooperation. Princeton University Press, Princeton (1997)Google Scholar
  2. 2.
    Epstein, J.M., Axtel, R.: Growing Artificial Societies: Social Science from the Bottom Up. MIT Press, Cambridge (1996)Google Scholar
  3. 3.
    Gilbert, N., Troitzsch, K.G.: Simulation for the Social Scientist. Open University Press (1999)Google Scholar
  4. 4.
    Hirata, H.: Word-of-mouth Effect: Simulation Analysis based on the Network Structure, Master Thesis, Dept. of Value and Decision Science, Tokyo Institute of Technology (2004)Google Scholar
  5. 5.
    Huhns, M., Singh, M.P.: Readings in Agents. Morgan Kaufmann, San Francisco (1998)Google Scholar
  6. 6.
    Kermack, W.O., McKendrick, A.G.: A contribution to the mathematical theory of epidemics. In: Proceedings of the Royal Society of London, Series A, vol. 115, pp. 700–721 (1927)Google Scholar
  7. 7.
    Midgley, D.F., Morrison, P.D., Roberts, J.H.: The effect of network structure in industrial diffusion processes. Research Policy 21, 533–552 (1992)CrossRefGoogle Scholar
  8. 8.
    Milgrom, P., Roberts, J.: Economics, Organization and Management. Prentice-Hall, Englewood Cliffs (1992)Google Scholar
  9. 9.
    Rogers, E.M.: Diffusion of Innovations, 5th edn. Flee Press (2003)Google Scholar
  10. 10.
    Schellillg, T.C.: Models of segregation. American Economic Review 59(2), 488–493 (1969)Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2005

Authors and Affiliations

  • Kyoichi Kjima
    • 1
  • Hisao Hirata
    • 2
  1. 1.Tokyo Institute of TechnologyGraduate School of Decision Science and TechnologyTokyoJapan
  2. 2.Booz Allen and Hamilton IncJapan

Personalised recommendations