| Tekijä: | Goldenberg, J. Libai, B. Muller, E. |
| Otsikko: | Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth |
| Lehti: | Marketing Letters
2001 : AUG, VOL. 12:3, p. 211-223 |
| Asiasana: | MARKETING COMMUNICATION GROUPS |
| Kieli: | eng |
| Tiivistelmä: | Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. In particular the authors are interested in the breakdown of the personal communication between closer and stronger communications that are within an individual's own personal group (strong ties) and weaker and less personal communications that an individual makes with a wide set of other acquaintances and colleagues (weak ties). The authors use a technique borrowed from Complex Systems Analysis called stochastic cellular automata in order to generate data and analyze the results so that answers to the authors' main research issues could be ascertained. |
SCIMA