|
|
Digital Library of the
European Council for Modelling and Simulation |
|
Title: |
Simulating Social Networks In Social Marketing |
|
Authors: |
Roderick Duncan, Luisa Perez-Mujica,
Terry Bossomaier |
|
Published in:
|
(2014).ECMS 2014 Proceedings edited
by: Flaminio Squazzoni,
Fabio Baronio, Claudia Archetti,
Marco Castellani European Council for
Modeling and Simulation. doi:10.7148/2014 ISBN:
978-0-9564944-8-1 28th
European Conference on Modelling and Simulation, Brescia,
Italy, May 27th – 30th,
2014 |
|
Citation
format: |
Roderick
Duncan, Luisa Perez-Mujica, Terry Bossomaier (2014). Simulating
Social Networks In Social Marketing, ECMS 2014 Proceedings edited by: Flaminio Squazzoni, Fabio Baronio, Claudia Archetti,
Marco Castellani European Council for Modeling and Simulation. doi:10.7148/2014-0032 |
|
DOI: |
http://dx.doi.org/10.7148/2014-0032 |
|
Abstract: |
Community-based social
marketing is a relatively new approach in marketing which
makes use of social networks within communities to disseminate marketing messages
in a information campaign. Agent-based models can be used as a tool for
exploring the sensitivity of such campaigns to the structure of social
networks within target communities. We develop an agentbased
model for a social marketing campaign within surrounding communities for
ecotourism services in a wetland. As the revenues from ecotourism are used to
fund the rehabilitation efforts in the wetland, the longterm
sustainability of the wetland is dependent on the success of the marketing of
the ecotourism services. We find that for a small world social structure the
success of the social marketing campaign is highly dependent on the number of
links between communities. The results suggest that the design of social
marketing campaigns may need to take account of social networks between and
within communities. |
|
Full
text: |
|
