Multi-step "word-of-mouth" communication influence in marketing: A mathematical model

Ely Merzbach, Jacques Picard

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


The number of mathematical models measuring "Word-of-Mouth" influence in marketing has been quite limited so far. The authors propose a new model based on the theory of branching processes that provides a framework for the computation of the effect of specific marketing communication. It also takes into account "spin-off" referrals. This model measures Word-of-Mouth impact on marketing and also permits to compute the probability of exhaustion of new customers at a specific given time.

Original languageEnglish
Pages (from-to)503-519
Number of pages17
JournalInternational Journal of Pure and Applied Mathematics
Issue number4
StatePublished - 2009


  • Advertising
  • Branching process
  • Communication
  • Marketing
  • Mathematical model
  • Word-of-Mouth


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