Diffusion of Word-of-Mouth in Segmented Society: Agent-Based Simulation Approach
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.
KeywordsPrimal Group Informal Network Interaction Rate Infected Agent Absolute Risk Aversion
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