A contribution of dynamical systems theory and epidemiological modeling to a viral marketing campaign

João N. C. Gonçalves*, Helena Sofia Rodrigues, M. Teresa T. Monteiro

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

4 Citations (Scopus)

Abstract

Nowadays, the interest in analyze and study the behavior of uncontrollable nature phenomena related to the impact of marketing campaigns is an action of prime importance to prevent chaotic dynamics. In this paper we assess the influence of Dynamical Systems theory and Mathematical Epidemiology on a real viral marketing campaign: Dove Real Beauty Sketches, based on a SIR epidemiological model. Motivated by the overwhelming success of this campaign, we study the mathematical properties and dynamics of the campaign real data - from the parameters estimation and its sensitivity to the stability of the mathematical model, simulated in Matlab. Mathematically, we show not only that the campaign was a viral epidemic, but also that it can be leveraged and optimized by epidemiological and mathematical modeling, which offer important guidelines to maximize the impact of a viral message and minimize the uncertainty related to the conception and outcome of new marketing campaigns.
Original languageEnglish
Title of host publicationIntelligent Systems Design and Applications
Subtitle of host publication16th International Conference on Intelligent Systems Design and Applications (ISDA 2016)
EditorsPaulo Novais, Ana Maria Madureira, Ajith Abraham, Dorabela Gamboa
PublisherSpringer Verlag
Pages974-983
Number of pages10
ISBN (Electronic)9783319534800
ISBN (Print)9783319534794
DOIs
Publication statusPublished - 2017
Externally publishedYes
Event16th International Conference on Intelligent Systems Design and Applications, ISDA 2016 - Porto, Portugal
Duration: 16 Dec 201618 Dec 2016

Publication series

NameAdvances in Intelligent Systems and Computing
Volume557
ISSN (Print)2194-5357

Conference

Conference16th International Conference on Intelligent Systems Design and Applications, ISDA 2016
Country/TerritoryPortugal
CityPorto
Period16/12/1618/12/16

Keywords

  • Marketing campaign
  • Optimization
  • SIR epidemiological model
  • Stability and equilibrium

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