@article {568,
	title = {A Business Application of the System Dynamics Approach: Word-of-Mouth and Its Effect in an Online Environment},
	journal = {Technology Innovation Management Review},
	volume = {2},
	year = {2012},
	month = {06/2012},
	pages = {42-48},
	publisher = {Talent First Network},
	address = {Ottawa},
	abstract = {In this article, we illustrate the use of system dynamics modeling approach to study a complex system: word-of-mouth. Word-of-mouth plays an important role in reducing risk and uncertainty in purchase and consumption. Most of the prior research on word-of-mouth focused on studying either the factors that trigger consumers{\textquoteright} participation (sending or receiving) in word-of-mouth activities or the impact word-of-mouth information has on consumers{\textquoteright} buying decisions. The relationship between the two decision processes, however, is recursive and dynamic. Most prior studies have not focused on a recursive relationship. Our objective is to present a system dynamics model for the study of the relationship between the buying decision and the decision to participate in word-of-mouth communication. We also discuss how system dynamics modeling can be used in other complex problems in business such as the creation of a global business.},
	keywords = {adoption, modeling, recursive relationship, system dynamics, word-of-mouth},
	issn = {1927-0321},
	doi = {http://doi.org/10.22215/timreview/568},
	url = {http://timreview.ca/article/568},
	author = {Roman Wong and Shirley Ye Sheng}
}
