کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4943294 | 1437618 | 2017 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The effectiveness of word of mouth in offline and online social networks
ترجمه فارسی عنوان
اثربخشی کلمه ای در شبکه های اجتماعی آنلاین و آفلاین
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
هوش مصنوعی
چکیده انگلیسی
Social networks connect users to share thoughts and build friendships. The high degree of intimacy among users has made it a good venue for word-of-mouth (WoM) marketing. Admittedly there are some basic differences, but this study focuses on the effectiveness of WoM marketing in offline and online social networks. A system was developed to simulate offline and online networks using small-world (SW) and scale-free (SF) networks, respectively. An offline network was found to be more effective in promoting a product with a fixed advertising budget and in selling higher margin products than an online network. However, if customers have diversified backgrounds and are strongly opinionated, an online network is a better venue. These findings can be used as guidelines to determine the appropriateness of moving WoM marketing from offline to online networks.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Expert Systems with Applications - Volume 88, 1 December 2017, Pages 338-351
Journal: Expert Systems with Applications - Volume 88, 1 December 2017, Pages 338-351
نویسندگان
Li Feng, Du Timon C.,