Incorporating negative and positive word of mouth (WOM) in compartment-based epidemiology models in a not-for-profit marketing context

The simultaneous occurrence of negative and positive word of mouth is often likely in a marketing context. Measuring the influence of these conflicting social pressures is not straightforward in current diffusion models. Adaptations from compartment models of epidemiology can provide methods for estimating both positive and negative word of mouth. This study examines the impact of positive and negative word of mouth on donating behavior using data from over 89,000 households that made a gift to a non-profit. The 10-year longitudinal dataset creates the opportunity to calculate negative and positive word of mouth on donating behavior.