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As compared to the traditional advertising, the word-of-mouth (WOM)communications have striking advantages such as significantly lower cost andrapid delivery; this is especially the case with the popularity of onlinesocial networks. This paper addresses the issue of maximizing the overallprofit of a WOM marketing campaign. A marketing process with both positive andnegative WOM is modeled as a dynamical model knwn as the SIPNS model, and theprofit maximization problem is modeled as a constrained optimization problem.The influence of different factors on the dynamics of the SIPNS model isrevealed experimentally. Also, the impact of different factors on the expectedoverall profit of a WOM marketing campaign is uncovered experimentally. On thisbasis, some promotion strategies are suggested. To our knowledge, this is thefirst time a WOM marketing campaign is treated this way.

Maximizing the overall profit of a word-of-mouth marketing campaign: A modeling study