Impact of thumb up sharing advertising in social media  

社交媒体“点赞”式分享广告的影响

作　　者：Bao Lijiang Zhong Weijun Mei Shu'e 鲍立江;仲伟俊;梅姝娥(东南大学经济管理学院,南京210096)

机构地区：[1]School of Economics and Management,Southeast University,Nanjing 210096,China

出　　处：《Journal of Southeast University(English Edition)》2021年第4期429-435,共7页东南大学学报（英文版）

基　　金：The National Natural Science Foundation of China(No.71371050),the National Social Science Fund of China(No.17BGL196).

摘　　要：“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.点赞式广告是社交媒体中新兴的一种能够快速传播的分享广告模式,利用博弈模型研究了零售商如何应用点赞式广告进行市场营销.研究结果表明,零售商选择在朋友圈给广告点赞模式时,当其提供更高的奖励时,会制定更高的产品价格,但是企业并不能获得更多收益;而当消费者更容易达到点赞数时,零售商会制定更高的价格,并获取更多的收益.零售商选择在朋友圈广告文末点赞的模式时,当其提供更高的奖励时,会制定更高的产品价格,但企业的收益可能增加或减少;而当消费者更容易达到点赞数时,零售商会收取更高价格并获得更多的收益;当消费者点击广告的成本提升时,零售商会降低产品价格;当消费者从广告中获得的额外感知价值更高时,零售商会提高产品零售价格,从而获得更多的利润.

关 键 词：sharing advertising social media incentive mechanism social marketing social relationship 

分 类 号：C934[经济管理—管理学]