Impact of thumb up sharing advertising in social media

作     者：Bao Lijiang Zhong Weijun Mei Shu'e 鲍立江;仲伟俊;梅姝娥

作者机构：School of Economics and ManagementSoutheast UniversityNanjing 210096China 

基　　金：The National Natural Science Foundation of China(No.71371050) the National Social Science Fund of China(No.17BGL196) 

出 版 物：《Journal of Southeast University(English Edition)》 (东南大学学报（英文版）)

年 卷 期：2021年第37卷第4期

页      码：429-435页

摘      要：“Thumb up advertising”is a new and effective way to spread shared advertising in social *** the retailer adapts“thumb up advertising”in marketing with a game theory model is *** results show that when the retailer chooses to thumb up the advertising in Moments,a higher reward will increase the equilibrium price but hurt the retailer s expected profit;if the consumers can more easily reach the thumb up amount,the retailer will charge a higher price,and possibly gain more *** the retailer chooses thumb up at the end of the advertising context,a higher reward will increase the equilibrium price and the retailers expected profit will increase/*** the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more *** a consumer s click cost of clicking the sharing advertising is higher,the retailer charges a lower price;and if the consumer s additional perceived value from the advertising is higher,the retailer charges a higher price and reaps more profit.

主 题 词：sharing advertising social media incentive mechanism social marketing social relationship 

学科分类：12[管理学] 120202[120202] 0202[经济学-财政学类] 02[经济学] 1202[管理学-工商管理类] 1201[管理学-管理科学与工程类] 

核心收录：

D　O　I：10.3969/j.issn.1003-7985.2021.04.013

馆 藏 号：203106985...