Evaluation of Word of Mouth Effect in SNS using Multi-Agent-based Simulation

Abstract

Social Networking Service (SNS) has become increasingly popular. To take advantage of this crowd of connected people, companies are trying to use this SNS as a marketing tool. However, how to use SNS effectively has not been established yet. One reason is that there is no solid method to evaluate the impact of Word of Mouth (WoM), which is one important effect of using SNS in marketing. This research proposes an evaluation method of WoM effect in SNS using Multi Agent-Based Simulation and evaluates functionalities and operations of SNS to increase this WoM effect.