In this research, we investigate a generalized form of Vidale-Wolfe (GVW) model. One key element our modeling work is that the GVW model contains two useful indexes representing advertiser's elasticity and word-of-mouth (WoM) effect, respectively. Moreover, discuss some desirable properties model, present deep neural network-based estimation method to learn its parameters. Furthermore, based on...

A recent article by Watts and Dodds raises the question of whether or not the spread of information and change of opinions in a social network depend on the existence of “influentials.” We have developed a software simulation platform to analyze the impact of word-of-mouth and social networks on marketing and advertising. We use our simulation platform to test the relative impact of the structu...

Brand influencing factors including customer experience, brand innovativeness, word of mouth, and advertising, are studied in the previous research. However, there is a dearth exploratory endeavors study relationships between corporate social responsibility, customer-based equity context retail banking sector developing nations. Therefore, present aims to examine roles advertising equity, evalu...

Since the existence of social distancing due to Covid-19 pandemic, consumers tend change their behavior, which initially transacted directly by visiting place, but now prefers carry out buying and selling transactions online technological sophistication it is hoped that community will be able adapt modernization process in transactions. do business. The number services provided e-commerce very ...

The Carbonated Soft Drinks (CSD) market has continued to grow in leaps and bounds amidst fierce competition for supremacy the place. They hold tenaciously leadership position soda market, having successfully shrugged off challenge from competitors with a combination of product quality, relentless consumer engagement aggressive advertising. However, studies have established that CSD are faced pe...

The aim of this study is to show the role model effect sports celebrities in social media on Gen Z's brand loyalty, switching and complaining behavior positive electronic word-of-mouth (positive EWOM). use advertising great interest many businesses organizations. When literature analyzed, although there are studies traditional ads, it’s seen that very few ads. In recent years, has become a new ...