[1] Li Peipei, Mei Shue, Zhong Weijun,. Deciding whether manufacturing firms share product linkson owned social media considering fan effects [J]. Journal of Southeast University (English Edition), 2022, 38 (4): 425-432. [doi:10.3969/j.issn.1003-7985.2022.04.012]

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Deciding whether manufacturing firms share product linkson owned social media considering fan effects()

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

Volumn:

38

Issue:

2022 4

Page:

425-432

Research Field:

Economy and Management

Publishing date:

2022-12-20

Info

Title:

Deciding whether manufacturing firms share product linkson owned social media considering fan effects

Author(s):

Li Peipei;  Mei Shu’e;  Zhong Weijun

School of Economics and Management, Southeast University, Nanjing 211189, China

Keywords:

fan effect;  self-media marketing;  product link;  marketing effort

PACS:

C934

DOI:

10.3969/j.issn.1003-7985.2022.04.012

Abstract:

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.

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Memo

Memo:

Biographies: Li Peipei(1994—), female, Ph.D. candidate; Mei Shu’e(corresponding author), female, doctor, professor, meishue@seu.edu.cn.
Foundation item: The National Natural Science Foundation of China(No.71871054).
Citation: Li Peipei, Mei Shu’e, Zhong Weijun.Deciding whether manufacturing firms share product links on owned social media considering fan effects[J].Journal of Southeast University(English Edition), 2022, 38(4):425-432.DOI:10.3969/j.issn.1003-7985.2022.04.012.

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