东南大学学报（英文版）2021，Vol.37Issue(4)：429-435,7.DOI:10.3969/j.issn.1003-7985.2021.04.013
社交媒体"点赞"式分享广告的影响
Impact of thumb up sharing advertising in social media
摘要
Abstract
"Thumb up advertising" is a new and effective way to spread shared advertising in social media.How the retailer adapts "thumb up advertising" in marketing with a game theory model is analyzed.The 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 profit.When 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/decrease.If the consumers are easier to reach the thumb up amount,the retailer will charge a higher price,and may get more profit.If 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.关键词
分享广告/社交媒体/激励机制/社交营销/社交关系Key words
sharing advertising/social media/incentive mechanism/social marketing/social relationship分类
管理科学引用本文复制引用
鲍立江,仲伟俊,梅姝娥..社交媒体"点赞"式分享广告的影响[J].东南大学学报（英文版）,2021,37(4):429-435,7.基金项目
The National Natural Science Foundation of China(No.71371050),the National Social Science Fund of China(No.17BGL196). （No.71371050）
