Using an adoption measurement model toevaluate the effectiveness of marketing on social networks | |
| Author | Nuttapong Tuenchitt |
| Call Number | AIT RSPR no.ICT-16-01 |
| Subject(s) | Social networks--Marketing Awareness--Social aspects |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Engineering in Information and Communication Technologies, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. ICT-16-01 |
| Abstract | In social networks, word-of-mouth can spread wide and fast. Thus, it becomes a good channel to do marketing. The objectives of this study are to analyze and make a comparison between different ways of giving out free product samples on social networks. Simulation experiments are performed using the small world network model, to find the most effective way of giving out free product samples on social networks. Giving out free product samples can make word- of-mouth spread through the community in a short period of time. The impact of word- of-mouth depends on several factors like the size of networks, the number of friends each recipient has, and the amount of free samples for giving out. In this research, simulation experiments are split into 16 scenarios that have varying number of network nodes, number of product samples, average number of friends, number of times of giving out free product samples, and method for choosing nodes to give free sample. In sum, the research found that the most effective way of giving out free product samples is to give the free samples one by one, each sample to the person who has the most number of friends who have not adopted the product either by purchasing or getting a free sample. In addition, giving out free samples twice, each time with half the total number of samples, can increase the impact of word-of-mouth. |
| Year | 2016 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. ICT-16-01 |
| Type | Research Study Project Report (RSPR) |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information and Communication Technology (ICT) |
| Chairperson(s) | Teerapat Sanguankotchakorn; |
| Examination Committee(s) | Poompat Saengudomlert;Nakamura, Shinichi; |
| Scholarship Donor(s) | Royal Thai Government;Asian Institute of Technology Fellowship |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2016 |