DETERMINISTIC AND STOCHASTIC MODELS OF VIRAL MARKETING WITH AND WITHOUT INFLUENCER

• Main Author: Biruni Djelantik Pasha, Benning
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76362
• Institution: Institut Teknologi Bandung

Viral marketing seeks to spread information about a product or service from person to person by word of mouth or sharing via the Internet or email. The goal of viral marketing is to inspire individuals to share a marketing message with friends, family, and other individuals to create exponential growth in the number of its recipients. One of the specific elements of viral marketing is an influencer, certain brands attempt to go viral by partnering with an opinion leader, e.g., an influencer or a celebrity. This final project consists of four stages, the first is to build a deterministic model of viral marketing without influencer, analyze the stability of its equilibrium point, and simulate it. Numerical simulations of the model provide explanations of viral marketing dynamics. The next step is to build a stochastic model from the deterministic model that has been built previously and simulate it. Numerical simulations of this stochastic model provide an estimated amount of the individuals in viral marketing phenomenon. After that, the steps taken were repeated in the previous two steps with the addition of a potential influencer population and influencer population to build a deterministic and stochastic model of viral marketing with influencers. The result of the numerical simulations of the model of viral marketing dynamics with an influencer is show that an influencer has an effect in increasing the spread of individual interests interested in information at the beginning of the viral marketing phenomenon.