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)


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.


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.


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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

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