Abstract
It is essential for a firm to understand consumer behavior in order to advertise products efficiently on a limited budget. Nowadays, consumer behavior is highly complex because consumers can get a lot of information about products from not only firm’s advertising but also social networking services. The purposes of this study are to construct consumer behavior model considering social networks and to demonstrate an effective weekly advertising budget allocation in order to increase the number of adopters of products. First, we developed a multi-agent model of consumer behavior taking the movie market as an example. In our model, each agent decides whether or not to watch a movie by comparing the weighted sum of “individual preference” and “effects of advertising and word-of-mouth (WOM)” with “individual threshold.” The scale-free network is used to describe social networks. Next, we verified the accuracy of the model by comparing the simulation results with the actual sales figures of 13 movies. Finally, we showed an effective weekly advertising budget allocation corresponding to movie type by simulations. Furthermore, it was demonstrated that the weekly advertising budget allocation gives greater impact on the number of adopters of products as social networks grow.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Barabasi AL, Albert R (1999) Emergence of scaling in random networks. Science 286:509–512
Bass FM (1969) A new product growth model for consumer durables. Manage Sci 15:215–227
Kamimura R, Masuda H, Arai T (2006) An agent-based model of consumer behaviour: application to the movie market. Jpn Ind Manage Assoc 57:450–469 (in Japanse)
Libai B, Muller E, Peres R (2009) The diffusion of services. J Mark Res 46(April):163–175
Mahajan V, Muller E, Bass FM (1990) New-product diffusion models in marketing: a review and direction for research. J Mark 54(January):1–26
Mansfield E (1961) Technical change and the rate of imitation. Econometric Soc 29(4):741–766
Rogers EM (1962) Diffusion of innovations. The Free Press, New York
Tilman AS, Gunter L, Jurgen R (2007) Agent-based simulation of consumer behavior in grocery shopping on a regional level. J Bus Res 60:894–903
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Science+Business Media Singapore
About this paper
Cite this paper
Arai, Y., Kajiyama, T., Ouchi, N. (2013). A Multi-Agent Model of Consumer Behavior Considering Social Networks: Simulations for an Effective Movie Advertising Strategy. In: Lin, YK., Tsao, YC., Lin, SW. (eds) Proceedings of the Institute of Industrial Engineers Asian Conference 2013. Springer, Singapore. https://doi.org/10.1007/978-981-4451-98-7_20
Download citation
DOI: https://doi.org/10.1007/978-981-4451-98-7_20
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-4451-97-0
Online ISBN: 978-981-4451-98-7
eBook Packages: EngineeringEngineering (R0)