Talk of the network: A complex systems look at the underlying process of word-of-mouth
Talk of the network: A complex systems look at the underlying process of word-of-mouth
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DOI：
10.1023/a:1011122126881
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发表时间：
2001-08-01
影响因子：
3.6
通讯作者：
Muller, E
中科院分区：
文献类型：
--
作者：
Goldenberg, J;Libai, B;Muller, E
尽管口碑传播是一种普遍而有趣的现象，但人们对它背后的个人传播过程却知之甚少。此外，随着营销人员越来越有兴趣利用w-o-m的力量，对于电子商务和其他不相关的活动，不同的通信类型对宏观层面营销的影响变得至关重要。特别是我们感兴趣的是在个人的个人团体内更紧密和更强大的沟通之间的个人沟通的崩溃（强烈的抽搐）和个人与广泛的其他熟人和同事进行的较弱和较少的个人交流（弱关系）我们使用一种从复杂系统分析中借来的技术，称为随机细胞自动机，以生成数据并分析结果，我们的主要研究问题可以确定。下面总结了强关系和弱关系对新产品接受速度的影响：弱抽搐的影响至少和强关系的影响一样强。尽管在模型的假设中弱关联参数相对较差，但在产品生命周期的所有阶段，它们的效果接近或超过强关联。广告是有效的。然而，在新产品成长周期的相对早期阶段之后，它们的效力迅速减弱，强关系和弱关系成为推动增长的主要力量。结果清楚地表明，信息传播是由弱关系和强关系主导的，而不是由广告主导的。强关系的影响随着个人网络规模的减小而减弱。市场属性也被发现调解弱关系和强关系的影响。当个人关系网较小时，弱关系比强关系对信息传播的影响更大。
Though word-of-mouth (w-o-m) communications is a pervasive and intriguing phenomenon, little is known on its underlying process of personal communications. Moreover as marketers are getting more interested in harnessing the power of w-o-m, for e-business and other not related activities, the effects of the different communications types on macro level marketing is becoming critical. In particular we are interested in the breakdown of the personal communication between closer and stronger communications that are within an individual's own personal group (strong tics) and weaker and less personal communications that an individual makes with a wide set of other acquaintances and colleagues (weak ties).We 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 our main research issues could be ascertained. The following summarizes the impact of strong and weak ties on the speed of acceptance of a new product:The influence of weak tics is at least as strong as the influence of strong ties. Despite the relative inferiority of the weak tic parameter in the model's assumptions, their effect approximates or exceeds that of strong ties, in all stages of the product life cycle.External marketing efforts (e.g., advertising) are effective. However, beyond a relatively early stage of the growth cycle of the new product, their efficacy quickly diminishes and strong and weak ties become the main forces propelling growth, The results clearly indicate that information dissemination is dominated by both weak and strong w-o-m, rather than by advertising.The effect of strong ties diminishes as personal network size decreases. Market attributes were also found to mediate the effects of weak and strong ties. When personal networks are small, weak ties were found to have a stronger impact on information dissemination than strong ties.