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Advertising to a social network

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  • Peter Zubcsek
  • Miklos Sarvary

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  • Peter Zubcsek & Miklos Sarvary, 2011. "Advertising to a social network," Quantitative Marketing and Economics (QME), Springer, vol. 9(1), pages 71-107, March.
    • Handle: RePEc:kap:qmktec:v:9:y:2011:i:1:p:71-107
    DOI: 10.1007/s11129-010-9093-9
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    13. Bramoulle, Yann & Kranton, Rachel, 2007. "Public goods in networks," Journal of Economic Theory, Elsevier, vol. 135(1), pages 478-494, July.
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    Citations

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    Cited by:

    1. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
    2. Alex Chin & Dean Eckles & Johan Ugander, 2022. "Evaluating Stochastic Seeding Strategies in Networks," Management Science, INFORMS, vol. 68(3), pages 1714-1736, March.
    3. Davide Viviano, 2019. "Policy Targeting under Network Interference," Papers 1906.10258, arXiv.org, revised Apr 2024.
    4. Eliaz, Kfir & Spiegler, Ran, 2016. "Incentive Compatible Advertising on a Social Network," CEPR Discussion Papers 11223, C.E.P.R. Discussion Papers.
    5. Yifan Dou & Marius F. Niculescu & D. J. Wu, 2013. "Engineering Optimal Network Effects via Social Media Features and Seeding in Markets for Digital Goods and Services," Information Systems Research, INFORMS, vol. 24(1), pages 164-185, March.
    6. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    7. Sarah Gelper & Ralf van der Lans & Gerrit van Bruggen, 2021. "Competition for Attention in Online Social Networks: Implications for Seeding Strategies," Management Science, INFORMS, vol. 67(2), pages 1026-1047, February.
    8. Haenlein, Michael, 2013. "Social interactions in customer churn decisions: The impact of relationship directionality," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 236-248.
    9. Prithwiraj Mukherjee & Souvik Dutta & Arnaud De Bruyn, 2022. "Did clickbait crack the code on virality?," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 482-502, May.
    10. Zsolt Katona, 2013. "Competing for Influencers in a Social Network," Working Papers 13-06, NET Institute.
    11. Jalali, Nima Y. & Papatla, Purushottam, 2019. "Composing tweets to increase retweets," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 647-668.
    12. Gelper, Sarah & Wilms, Ines & Croux, Christophe, 2016. "Identifying Demand Effects in a Large Network of Product Categories," Journal of Retailing, Elsevier, vol. 92(1), pages 25-39.
    13. James D. Campbell, 2015. "Localized price promotions as a quality signal in a publicly observable network," Quantitative Marketing and Economics (QME), Springer, vol. 13(1), pages 27-57, March.
    14. Campbell James D., 2012. "Targeting Informative Messages to a Network of Consumers," Review of Network Economics, De Gruyter, vol. 11(3), pages 1-31, September.
    15. Amalia R. Miller & Catherine Tucker, 2013. "Active Social Media Management: The Case of Health Care," Information Systems Research, INFORMS, vol. 24(1), pages 52-70, March.

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    More about this item

    Keywords

    Word-of-mouth; Game theory; Competition; CRM; C72; M37;
    All these keywords.

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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