Mathematical model of referral marketing strategy

A marketing strategy is an attempt to campaign for a product so that information about the product becomes viral. Advertising strategy began to be combined by involving customers to campaign for the company’s products. This marketing strategy is known as the referral marketing strategy. Viral information in a community can be analogous to the pandemic condition of a disease. This study aims to examine the relationship between the epidemiological model and the marketing model with a referral strategy. This research is a literature study with the results of a marketing model design with a referral strategy. Based on the research, there are 4 groups in marketing modeling with a referral strategy, namely Unaware, Potential Broadcaster, Broadcaster, and Inert. The epidemiological model that is suitable for this condition is the SEIR model. Adjustments to the SEIR Model need to be made because the dynamics of the Unaware can go directly to the Inert because of the trust factor in marketing information. The simulation results show that the parameters that have an important role in making information viral are the customer network and the incubation time of the information becoming viral.

PENGARUH E-REFERRAL MARKETING, E-RADICAL MARKETING, E-SOCIAL MARKETING TERHADAP E-CUSTOMER BEHAVIORAL INTENTION MELALUI E-CUSTOMER SATISFACTION PADA PRODUK PERAWATAN KECANTIKAN MS GLOW DI SURABAYA

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh e-referral marketing, e-radical marketing dan e-social marketing terhadap e-customer behavioral intention melalui e-customer satisfaction pada produk MS Glow di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif. Sampel yang digunakan sejumlah 100 responden yang merupakan pelanggan produk MS Glow. Metode pengumpulan data yang digunakan dalam pennelitian ini adalah survei dengan instrument kuesioner. Analisis data menggunakan analisis deskriptif dan analisis statistic dengan alat bantu SmatPLS versi 3.3. Berdasarkan analisis data dengan menggunakan uji hipotesis secara langsung mengetahui bahwa e-referral marketing berpengaruh positif dan signifikan terhadap e-customer satisfaction dan e-customer behavioral intention. E-radical marketing berpengaruh positif dan signifikan terhadap e-customer satisfaction tetapi tidak berpengaruh terhadap e-customer behavioral intention. E-social marketing tidak berpengaruh terhadap e-customer behavior dan tidak berpengaruh terhadap e-customer behavioral intention. Berdasarkan analisis data dengan uji hipotesis secara tidak langsung mengetahui bahwa e-referral marketing dan e-radical marketing berpengaruh positif dan signifikan terhadap e-behavioral intention melalui e-customer satisfaction. Sedangkan e-social marketing tidak berpengaruh terhadap e-customer behavioral intention melalui e-customer satisfaction.

Model Customer Satisfaction And Customer Behaviour Intention In Improving The Dimension Of Referral Marketing, Experiental Marketing, Service Marketing

This research aims to test and analyze customer satisfaction model and customer behaviour intention in meningkatkandimensireferral marketing, experientalMarketing, service marketing in customer user product PT. DenpooMandiri Indonesia Branch Surabayi have been respondents to the study as much as 130 people, consisting of 90 women and 40 men. This analysis uses the analysis path. Calculation of statistical analysis using SPSS aimed at calculating the significant or absence of a study. This research can contribute to the company PT. DenpooMandiri Indonesia in increasing customer satisfaction by combining the dimensions that will be researched and researchers want to help increase the sales level of Denpoo products so that the product can be felt by the customer. Findings of this research with statistical analysis calculations using SPSS Path analysis that aims to calculate the significant or absence of a study. Based on the results of the overall research of data analysis can be noted that empirically tested by Bersama–sama referral marketing variables, experiential marketing, service marketing, customer satisfaction has a significant impact to the customer behaviour intention. Customers will increase when referral marketing variables, experiental marketing, service Marketingcan be tested and can provide benefits to the community and employees of the company.

Referral Marketing in Online Higher Education: a Holistic Snapshot of Strategic Initiatives, Effectiveness and Opportunities in a leading International Organization

Referral Marketing (RM) has only recently sparked the interest of marketers in the online higher education (OE) sector, with distinct gaps identified in the literature. This concept is closely linked with consumer brand engagement, relationship marketing and student loyalty. The researchers selected a for-profit multinational OE organisation, which offers tertiary UK programmes and implements an incentivised RM strategy. Given that loyalty behaviour is linked with consumer experience, integrated marketing communications throughout the consumer journey are also believed to impact RM. The aim of this case study was to broaden knowledge and understanding of RM in this unique sector by identifying sectoral trends and investigating constructs of consumer brand engagement, employee engagement (EE) and integrated marketing communications through the lens of the OE sector. Through a mixed-methods design, combining elements of grounded theory and a constructivist paradigm, two discovery-oriented studies were conducted – namely qualitative interviews with 22 OE executives, and quantitative surveys with 100 OE students. Template analysis and quantitative statistics were implemented with an interpretive approach and methodological triangulation to ensure validity and reliability. Findings suggested a student-centred, bottom-up approach to IMC could be most successful, with employee ‘Belief in Strategy’ as a unique element of EE impacting on RM success.

Ensuring the Spread of Referral Marketing Campaigns: A Quantitative Treatment

In marketing world, social media is playing a crucial role nowadays. One of the most recent strategies that exploit socialcontacts for the purpose of marketing, is referral marketing, where a person shares information related to a particular productamong his/her social contacts. When this spreading of marketing information goes viral, the diffusion process looks like anepidemic spread. In this work, we perform a systematic study with a goal to device a methodology for using the huge amount ofsurvey data available to understand customer behaviour from a more mathematical and quantitative perspective. We performan unsupervised natural language processing based analysis of the responses of a recent survey focusing on referral marketingto correlate the customers’ psychology with transitional dynamics, and investigate some major determinants that regulate thediffusion of a campaign. In addition to natural language processing for topic modeling, detailed differential equation basedanalysis and graph theoretical treatment, experiments have been performed for generation of a recommendation network tounderstand the diffusion dynamics in homogeneous as well as heterogeneous population. A complete mathematical treatmentwith analysis over real social networks can help us to determine key customer motivations and their impacts on a marketingstrategy, which are important to ensure an effective spread of a designed marketing campaign. Pointing out possibilities ofextending these studies to game theoretic modeling, we prescribe a new quantitative framework that can find its application toall areas of social dynamics, beyond the field of marketing.

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) PROMOTION OF STUDENT INTEREST IN BUYING SHARES: STUDY ON PNJ INVESMENT GALLERIES

ABSTRACT The background of this research is lack students interest on buying shares. It arise the ideato do this study. Research begins with exploratory research to find out what promotion methods aremost preferred to arouse their interest among viral marketing, referral marketing, and communitymarketing or buzz marketing. The unit analysis is 200 students who have a stock account at PNJinvestment gallery. Statistic tool used in the study was multiple linear regression. The result showsthat referral marketing, community marketing and buzz marketing influential promotion tools in arisestudent interest to buy shares. Furthermore, positive students’ mindset is also an important factor toaccept the promotion message easily. Keywords: electronic word of mouth (EWOM), promotion, buying stock interest