Not logged in.
Quick Search - Contribution
Contribution Details
| Type | Bachelor's Thesis |
| Scope | Discipline-based scholarship |
| Title | Social marketing |
| Organization Unit | |
| Authors |
|
| Supervisors |
|
| Language |
|
| Institution | University of Zurich |
| Faculty | Faculty of Economics, Business Administration and Information Technology |
| Number of Pages | 58 |
| Date | 2014 |
| Abstract Text | The increasing importance of social media in opinion formation as well as the new availability of large customer network data led to the rise of network-based marketing. Instead of assuming independence of observations, marketers now consider the connectivity between individuals and their influence on one another. The exponential random graph model (ERGM) takes this dependency assumption into account and calculates the probability of a connection between individuals depending on external factors. This statistical tool enables researchers to measure several effects of social behavior and further analyze the emergence of networks. The following work gives an overview of network-based marketing and its different branches. Furthermore, it focuses on research about customer referral programs (CRP), a customer acquisition tool that rewards current customers for successful product recommendations. After explaining the mathematical concept of the ERGM, it will be applied to analyze a specific CRP. The given data set depicts a customer network of a Swiss company offering discount vouchers for certain products. Customers receive free vouchers for inviting new individuals into the customer network. The data analysis focuses on the effect of the CRP on the network structure and highlights strengths and challenges in the application of the ERGM. |
| Export |
BibTeX
|