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Article

Handling Hysteresis in a Referral Marketing Campaign with Self-Information. Hints from Epidemics

Department of Electrical and Information Engineering, University of Cassino and Southern Lazio, Di Biasio Str., I-03043 Cassino, Italy
Academic Editor: Dumitru Baleanu
Mathematics 2021, 9(6), 680; https://doi.org/10.3390/math9060680
Received: 6 February 2021 / Revised: 14 March 2021 / Accepted: 18 March 2021 / Published: 22 March 2021
In this study we show that concept of backward bifurcation, borrowed from epidemics, can be fruitfully exploited to shed light on the mechanism underlying the occurrence of hysteresis in marketing and for the strategic planning of adequate tools for its control. We enrich the model introduced in (Gaurav et al., 2019) with the mechanism of self-information that accounts for information about the product performance basing on consumers’ experience on the recent past. We obtain conditions for which the model exhibits a forward or a backward phenomenology and evaluate the impact of self-information on both these scenarios. Our analysis suggests that, even if hysteretic dynamics in referral campaigns is intimately linked to the mechanism of referrals, an adequate level of self-information and a fairly high level of customer-satisfaction can act as strategic tools to manage hysteresis and allow the campaign to spread in more controllable conditions. View Full-Text
Keywords: epidemic models; backward bifurcation; hysteresis; referral marketing; self-information epidemic models; backward bifurcation; hysteresis; referral marketing; self-information
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MDPI and ACS Style

Lacitignola, D. Handling Hysteresis in a Referral Marketing Campaign with Self-Information. Hints from Epidemics. Mathematics 2021, 9, 680. https://doi.org/10.3390/math9060680

AMA Style

Lacitignola D. Handling Hysteresis in a Referral Marketing Campaign with Self-Information. Hints from Epidemics. Mathematics. 2021; 9(6):680. https://doi.org/10.3390/math9060680

Chicago/Turabian Style

Lacitignola, Deborah. 2021. "Handling Hysteresis in a Referral Marketing Campaign with Self-Information. Hints from Epidemics" Mathematics 9, no. 6: 680. https://doi.org/10.3390/math9060680

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