“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 wh...“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.展开更多
In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers p...In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers pay-per-view prices and advertising,while the free-to-air platforms can only obtain all incomes from advertising.We discuss and compare advertising intensities and program content provisions of the two competing media platforms.Our findings show that if the extent to which viewers dislike advertising(the nuisance for advertising)is more massive than the marginal benefit that advertisers receive from an additional viewer,the pay-tv stations tend to maximally differentiate their program content and charge the viewers higher pay-per-view prices.If the nuisance approaches to the marginal benefit,however,both stations should offer similar program content,and charge the viewers lower prices under certain conditions.Particularly,if both platforms provide duplicated content,they should subsidize the viewers.In contrast,we show that the free-to-air media platforms never duplicate program content with a positive nuisance for advertising,and tend to offer maximal differentiated content if the nuisance is sufficiently large.Moreover,we reveal that if the viewers greatly dislike advertising(care less about advertising),the advertising volume of the pay-tv platforms is lower(higher)than that of the free-to-air platforms.Finally,we extend our base model to the case in which a pay-tv platform competes against a free-to-air station,and numerically show that the profit of the pay-tv platform may be larger or smaller than that of the free-to-air station.展开更多
Small and medium transport companies play an important role in creating jobs and wealth of economy.Being related with the consumption of other products,transport companies should build marketing communication strategi...Small and medium transport companies play an important role in creating jobs and wealth of economy.Being related with the consumption of other products,transport companies should build marketing communication strategies.However,strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication(chatbots,groups in social networks,etc.)gain a considerable appreciation.Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies.Thus,the present research explored strategic planning of marketing communications in aforementioned industry.A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry.Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient.Gaps in the stages of market analysis,mission statement,and measurement were identified.The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.展开更多
基金The National Natural Science Foundation of China(No.71371050),the National Social Science Fund of China(No.17BGL196).
文摘“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.
基金The authors thank the editor(s)and two anonymous referees for their comments and suggestions,which are very helpful to improve the quality of the paper.Rui Houis the corresponding author.This paper has been supported by the National Natural Science Foundation of China under Grant Nos.G71571052 and G71520107001and Guangdong Natural Science Foundation under Grant No.2016A030313691and Guangdong Planning Project of Philosophy and Social Science under Grant No.GD19YGL05.
文摘In this paper,we investigate two competing pay-tv platforms or free-to-air media platforms that consist of two groups of agents:viewers and advertisers.The pay-tv platforms can receive revenues from charging viewers pay-per-view prices and advertising,while the free-to-air platforms can only obtain all incomes from advertising.We discuss and compare advertising intensities and program content provisions of the two competing media platforms.Our findings show that if the extent to which viewers dislike advertising(the nuisance for advertising)is more massive than the marginal benefit that advertisers receive from an additional viewer,the pay-tv stations tend to maximally differentiate their program content and charge the viewers higher pay-per-view prices.If the nuisance approaches to the marginal benefit,however,both stations should offer similar program content,and charge the viewers lower prices under certain conditions.Particularly,if both platforms provide duplicated content,they should subsidize the viewers.In contrast,we show that the free-to-air media platforms never duplicate program content with a positive nuisance for advertising,and tend to offer maximal differentiated content if the nuisance is sufficiently large.Moreover,we reveal that if the viewers greatly dislike advertising(care less about advertising),the advertising volume of the pay-tv platforms is lower(higher)than that of the free-to-air platforms.Finally,we extend our base model to the case in which a pay-tv platform competes against a free-to-air station,and numerically show that the profit of the pay-tv platform may be larger or smaller than that of the free-to-air station.
文摘Small and medium transport companies play an important role in creating jobs and wealth of economy.Being related with the consumption of other products,transport companies should build marketing communication strategies.However,strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication(chatbots,groups in social networks,etc.)gain a considerable appreciation.Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies.Thus,the present research explored strategic planning of marketing communications in aforementioned industry.A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry.Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient.Gaps in the stages of market analysis,mission statement,and measurement were identified.The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.
基金The National Social Science Foundation of China(No.17BGL196),Philosophy and Social Science Plan Projects of Henan Province(No.2022BJJ084),Soft Science Plan Projects of Henan Province(No.232400411089),Initial Scientific Research Fund of Doctor in Pingdingshan University(No.PXY-BSQD-202008).
