Multi-step “word-of-mouth” Communication Influence in Marketing: a Mathematical Model
نویسنده
چکیده
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.
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