Agent-based approach to modeling the process of viral marketing

Abstract

The space of social networks and the Internet challenge classic marketing tools and offers new, modern, effective technologies that improve consumer value. The high rate of technology change poses the problem of effective marketing. In the context of digitalization, new technologies are rapidly forming new market platforms and ways to satisfy their requirements. In this regard, marketers are forced to constantly upgrade their tools and approaches. One effective approach to improving consumer demand is viral marketing. In a highly competitive environment, many more companies are resorting to the viral marketing apparatus. Viral marketing can be based on sound marketing principles, but at the same time become a dangerous tool. Classical epidemic spread models do not take into account the features of modern viral marketing technologies and social networks. The article discusses the concept of viral marketing as a modern tool to increase the consumer value of goods and services. The advantages and disadvantages of this advertising tool are revealed. The main stages of building a viral campaign are described. The conditions under which viral marketing is developing successfully are identified. An agent-graph model of the spread of viral information based on the epidemiological approach that takes into account the basic principles of interaction in a social network is built.