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Agent-based decision support systems for managing word-of-mouth programs. Application to freemium business model

Author
Chica, M.; Rand, W.
Type of activity
Journal article
Journal
Journal of marketing research
Date of publication
2016
Volume
x
First page
x
Last page
x
DOI
https://doi.org/10.1509/jmr.15.0443 Open in new window
URL
http://journals.ama.org/doi/10.1509/jmr.15.0443?code=amma-site Open in new window
Abstract
Marketers have to constantly make decisions on how to implement word-of-mouth (WOM) programs and a well-developed decision support system (DSS) can provide them with valuable assistance. The authors propose an agent-based framework that aggregates social network-level individual interactions to guide the construction of a successful DSS for WOM. The framework presents a set of guidelines and recommendations to: (1) involve stakeholders, (2) follow a data-driven iterative modeling approach, (3) i...
Keywords
Agent-based Modeling, Freemium Business Model, Marketing Decision Support Systems, Targeting and Referrals, Word-of-mouth
Group of research
OPE-PROTHIUS -

Participants

  • Chica Serrano, Manuel  (author)
  • Rand, William  (author)