IJPAM: Volume 54, No. 4 (2009)

MULTI-STEP ``WORD-OF-MOUTH" COMMUNICATION
INFLUENCE IN MARKETING: A MATHEMATICAL MODEL

Ely Merzbach$^1$, Jacques Picard$^2$
$^1$Department of Mathematics
Bar-Ilan University
Ramat-Gan, 52900, ISRAEL
e-mail: merzbach@macs.biu.ac.il
$^2$Netanya Academic College
Netanya, ISRAEL
e-mail: picard.jacques@uquam.ca


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.

Received: May 25, 2009

AMS Subject Classification: 90B60

Key Words and Phrases: Word-of-Mouth, advertising, mathematical model, branching process, communication, marketing

Source: International Journal of Pure and Applied Mathematics
ISSN: 1311-8080
Year: 2009
Volume: 54
Issue: 4