- (e.g. if each new customer invites five friends, i = 5)
- (e.g. if one in five invitees convert to new users, c = .2)
This usage is borrowed from the medical field of epidemiology in which a virus having a k-factor of 1 is in a "steady" state of neither growth nor decline, while a k-factor greater than 1 indicates exponential growth and a k-factor less than 1 indicates exponential decline. The k-factor in this context is itself a product of the rates of distribution and infection for an app (or virus). "Distribution" measures how many people, on average, a host will make contact with while still infectious and "infection" measures how likely a person is, on average, to also become infected after contact with a viral host.
- Radoff, Jon (2010), Social Game/Application Growth Model Spreadsheet, http://radoff.com/blog/2010/06/11/social-applicationgame-growth-model-spreadsheet/
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