Abstract
The effectiveness of WoM in offline and online social networks.Simulate offline and online networks using SW and SF networks.Determine WoM strategies to shift from offline to online networks. 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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
