Measuring the performance of viral marketing based on the dynamic behavior of social networks

Recently the demand for using social networks to advertise has increased significantly, and viral marketing on social media has; therefore, become an effective approach when wishing to disseminate product advertisements, for it can help match customers to products more effectively than conventional marketing methods. This study measures the effectiveness of information dissemination within a dynamic behavior environment, and the model used here attempts to analyze the actual performance of viral marketing campaigns. Several factors impact upon the effectiveness of viral marketing, and according to the findings of this study, these factors not only include the number of generations to reach the target customers, but also the individual parameters and social parameters set for the customer segments, such as the number and level of friends with a shared interest in the same product. This study; therefore, also focuses on the significance of these factors, so as to analyze their impact on customers´ product selection decisions, and help develop the most effective advertising campaigns when using social networks for a given target group.