مقاله انگلیسی مشارکت مثبت و منفی بازاریابی دهان به دهان در مدل های اپیدمیولوژی
Abstract
Keywords
Background
Hypotheses and outcomes
Limitations and future research
References
Abstract
The simultaneous occurrence of negative and positive word of mouth is often likely in a marketing context. Measuring the infuence of these conficting social pressures is not straightforward in current difusion models. Adaptations from compartment models of epidemiology can provide methods for estimating both positive and negative word of mouth. This study examines the impact of positive and negative word of mouth on donating behavior using data from over 89,000 households that made a gift to a non-proft. The 10-year longitudinal dataset creates the opportunity to calculate negative and positive word of mouth on donating behavior.COVID-19 has brought epidemiology and associated mathematical models into the public’s consciousness. The pandemic heightened interest among marketers in difusion models and their association with word of mouth. Many marketers likely have a passing familiarity with word of mouth models and their origins in models of contagious diseases.