Advertising and Quality-Dependent Word of Mouth in a Contagion Sales Model

In the literature on marketing models, the assumption of mixed word-of-mouth has been limited to the Bass diffusion model. Yet explicit leveraging of the originating factors of such assumption is lacking. Apart from that example, mixed word-of-mouth has been disregarded in contagion sales models. This paper bridges the gap by suggesting a sales model where both positive and negative word-of-mouth affect the attraction rate of new customers, along with advertising. Lien vers l'article

EL OUARDIGHI, F., FEICHTINGER, G., GRASS, D., HARTL, R.F. and KORT, P.M. (2016). Advertising and Quality-Dependent Word of Mouth in a Contagion Sales Model. Journal of Optimization Theory and Applications, 170(1), pp. 323-342.

Mots clés : #Sales, #Word, #of, #mouth, #Advertising-effort, #Conformance-quality