[1] Bao Lijiang, Zhong Weijun, Mei Shue,. Impact of thumb up sharing advertising in social media [J]. Journal of Southeast University (English Edition), 2021, 37 (4): 429-435. [doi:10.3969/j.issn.1003-7985.2021.04.013]

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Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]

Volumn:

37

Issue:

2021 4

Page:

429-435

Research Field:

Economy and Management

Publishing date:

2021-12-20

Info

Title:

Impact of thumb up sharing advertising in social media

Author(s):

Bao Lijiang;  Zhong Weijun;  Mei Shu’e

School of Economics and Management, Southeast University, Nanjing 210096, China

Keywords:

sharing advertising;  social media;  incentive mechanism;  social marketing;  social relationship

PACS:

C934

DOI:

10.3969/j.issn.1003-7985.2021.04.013

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.

References:

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Memo

Memo:

Biographies: Bao Lijiang(1983—)male, graduate; Zhong Weijun(corresponding author), male, doctor, professor, zhongweijun@ seu.edu.cn.
Foundation items: The National Natural Science Foundation of China(No.71371050), the National Social Science Fund of China(No.17BGL196).
Citation: Bao Lijiang, Zhong Weijun, Mei Shu’e. Impact of thumb up sharing advertising in social media[J].Journal of Southeast University(English Edition), 2021, 37(4):429-435.DOI:10.3969/j.issn.1003-7985.2021.04.013.

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