University of Sussex
Browse
Wu, Ying.pdf (15.19 MB)

The cause, development and outcome of word-of-mouth marketing: with particular reference to WOM volume, valence and the modeling of viral marketing

Download (15.19 MB)
thesis
posted on 2023-06-09, 07:23 authored by Ying Wu
Viral marketing is a form of online word-of-mouth (WOM) communication in which individuals are encouraged to pass on promotional messages through social websites. With the growing popularity of online social websites, viral marketing has increasingly garnered attention of marketers and marketing researchers alike. The two most important WOM attributes highlighted in the extant literature are volume and valence. This thesis looked into the cause, development and outcome of WOM marketing and provided computational models for forecasting the development of WOM volume and valence of viral marketing in social websites. With the data extracted from large-scale web-crawling activities, through a series of computer simulation experiments comparable to social websites, the author developed models to predict WOM volume and valence in viral marketing. The model for predicting WOM volume in viral marketing used theories of network topologies. The model for predicting WOM valence in viral marketing used an artificial neural network model. The author discussed the insights from the findings and suggested viral marketing strategies to optimize the performance of WOM volume and valence in social websites. A key contribution of this thesis is the new approaches of modeling and data collection for WOM volume and valance forecasting in viral marketing.

History

File Version

  • Published version

Pages

393.0

Department affiliated with

  • Business and Management Theses

Qualification level

  • doctoral

Qualification name

  • phd

Language

  • eng

Institution

University of Sussex

Full text available

  • Yes

Legacy Posted Date

2017-08-02

Usage metrics

    University of Sussex (Theses)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC