Evolution Model for Word-of-Mouth Communication Based on Improved Cellular Automata

Abstract

From the view of the micro-interaction between customers, this paper aims to investigate the evolution process and mechanism for Word-of-Mouth (WOM) communication. First, consulting the SIS model, this work depicts the process of WOM communication employing the thought of epidemic spread. Then, this paper improves the traditional cellular automata model to better reflect the WOM communication in reality. On its basis, the WOM communication evolution model is proposed. Through simulation of the proposed model, this paper studies the evolution process of WOM communication, and the influence of the WOM introduction strategy and the accessibility of WOM between communities on WOM communication performance. The results give us a comprehensive understanding of the evolution process and mechanism of WOM communication, and reveal valuable management enlightenments about how to improve the WOM communication performance, which are helpful to the managers and decision makers to effectively carry out WOM management.