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A discount strategy in word-of-mouth marketing
journal contribution
posted on 2019-07-30, 00:00 authored by T Zhang, P Li, Luxing YangLuxing Yang, X Yang, Y Y Tang, Y WuThis paper addresses the issue of discount pricing in word-of-mouth (WOM) marketing. First, we propose a novel discount strategy we refer to as the Influence-Based Discount (IBD) strategy, in which each buyer would enjoy a discount that is linearly proportional to his/her influence in the WOM network. For the purpose of evaluating the performance of an IBD strategy, we model the associated WOM spreading process as a higher-dimensional nonlinear differential dynamical system we refer to as the Dormant-Potential-Adopting (DPA) model. Next, we examine the dynamics of a DPA model through computer experiments. Thereby, we estimate the expected net profit of an IBD strategy and inspect how different factors influence this profit through numerical experiments. On this basis, we suggest some feasible promotional measures.
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Journal
Communications in nonlinear science and numerical simulationVolume
74Pagination
167 - 179Publisher
ElsevierLocation
Amsterdam, The NetherlandsPublisher DOI
ISSN
1007-5704Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2019, Elsevier B.V.Usage metrics
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No categories selectedKeywords
WOM marketingDiscount pricingWOM spreading modelMarketing profitScience & TechnologyPhysical SciencesTechnologyMathematics, AppliedMathematics, Interdisciplinary ApplicationsMechanicsPhysics, Fluids & PlasmasPhysics, MathematicalMathematicsPhysicsSPREADING PROCESSESINFLUENTIAL NODESDIFFUSION-MODELPRICING MODELVIRUSNETWORKS
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