In a viral marketing campaign, an organization develops a marketing message and encourages customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach and...

The paper studies the impact of homophily on the optimal strategies of a monopolist, whose marketing campaign of new product relies on a word of mouth communication. Homophily is a tendency of people to interact more with those who are similar to them. In the model there are two types of...

Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...

Influence maximization is the problem of finding k most influential nodes in a social network. Many works have been done in two different categories, greedy approaches and heuristic approaches. The greedy approaches have better influence spread, but lower scalability on large networks. The...

Before launching a real viral marketing campaign, it is needed to design a spreading scheme by simulations. Based on a categorization of spreading patterns in real world and models, we point out that the existing research (especially Yang et al. (2010) Ref.  [16]) implicitly assume that if a...

From the total domestic advertisement cake the internet has a steadily growing slice. The reasons of turning towards the on-line communication we can look for in the change of the consumer habits and the development of the technical side. Due to the media noise consumers become indifferent, the...

In this monograph we examine the extent to which word-of-mouth communication (WOM) plays a complementary and/or substitute role with regard to advertising. A review of the existing literature reveals the main similarities and differences between these constructs. We also examine the conditions...