An optimization model is proposed to examine the choice of sharing or not sharing the product link for manufacturing firms with owned social media by considering the role of fan effects.The equilibrium marketing effor...An optimization model is proposed to examine the choice of sharing or not sharing the product link for manufacturing firms with owned social media by considering the role of fan effects.The equilibrium marketing effort level and firm profit in both cases are compared.The results show that the firm chooses to share(not share)the product link when the social platform commission rate is low(high).Moreover,the likelihood of sharing the product link increases as the fan effect weakens and the perceived conversion cost strengthens.Interestingly,the marketing effort level increases with the product price,but firm profit does not always follow.Additionally,as the fan effect and fan count grow,so does the firm s profit.Furthermore,when the firm shares the product link,the level of marketing effort and firm profit decrease with the commission rate.Conversely,when the firm does not share the product link,those aforementioned factors increase as the perceived conversion cost declines.These results thus suggest that firms should enhance the influence of owned social media to attract more high-quality fans,and social platforms should optimize the product link functionality.展开更多
基金The National Natural Science Foundation of China(No.71871054)。
文摘An optimization model is proposed to examine the choice of sharing or not sharing the product link for manufacturing firms with owned social media by considering the role of fan effects.The equilibrium marketing effort level and firm profit in both cases are compared.The results show that the firm chooses to share(not share)the product link when the social platform commission rate is low(high).Moreover,the likelihood of sharing the product link increases as the fan effect weakens and the perceived conversion cost strengthens.Interestingly,the marketing effort level increases with the product price,but firm profit does not always follow.Additionally,as the fan effect and fan count grow,so does the firm s profit.Furthermore,when the firm shares the product link,the level of marketing effort and firm profit decrease with the commission rate.Conversely,when the firm does not share the product link,those aforementioned factors increase as the perceived conversion cost declines.These results thus suggest that firms should enhance the influence of owned social media to attract more high-quality fans,and social platforms should optimize the product link functionality.
