An Agent-based Simulation of Viral Marketing Effects in Social Networks
نویسندگان
چکیده
The social environment of a person has a high influence of his or her consumer behaviour. Social networks transfer these social environments to the online world and enable a targeted influence on the customers purchasing behaviour by word of mouth from their social contacts. With the rapid spread of social networks and the increasing resistance to conventional advertising, companies have to develop new marketing strategies for their online shops taking into account this new trend. Often the managers of an online shop cannot estimate the return on investment for engagements in social networks due to their lack of experience. In this paper, we present an agent-based simulation that enables the simulation of viral marketing effects in Facebook, the world’s largest social network, in order to support the decision making process of shop managers. We validate the simulation model by using several Facebook-specific studies and discuss the simulation results in detail.
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