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Ad-sponsored Business Models and Compatibility Incentives of Social Networks

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    Abstract

    This paper examines social networks' incentives to establish compatibility under fee and ad-sponsored business models. I analyze the competition between two social networks and show that compatibility is only possible when the two networks are ad-sponsored. I also find that even when both networks are ad-sponsored, a network with a significant installed-base advantage may choose not to be compatible when the cost from sharing the market outweighs the benefit from additional ad profits. Finally, compatibility also requires a significant number of single-homing users. The results are consistent with empirical observations of social networks and suggest that increased adoption of ad-sponsored business models may lead to many de-facto standards in high-technology industries.

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    File URL: http://www.netinst.org/Zhu_08-20.pdf
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    Bibliographic Info

    Paper provided by NET Institute in its series Working Papers with number 08-20.

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    Length: 24 pages
    Date of creation: Sep 2008
    Date of revision: Sep 2008
    Handle: RePEc:net:wpaper:0820

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    Web page: http://www.NETinst.org/

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    Keywords: Ad-sponsored; Compatibility; Social networks; Business models;

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