Abstract
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 language | English |
|---|---|
| Pages (from-to) | 503-519 |
| Number of pages | 17 |
| Journal | International Journal of Pure and Applied Mathematics |
| Volume | 54 |
| Issue number | 4 |
| State | Published - 2009 |
Keywords
- Advertising
- Branching process
- Communication
- Marketing
- Mathematical model
- Word-of-Mouth