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Advertising to a social network

Author

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  • Peter Zubcsek

    ()

  • Miklos Sarvary

    ()

Abstract

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Suggested Citation

  • 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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    References listed on IDEAS

    as
    1. Gupta, Sunil & Mela, Carl F. & Vidal-Sanz, Jose M., 2009. "The value of a "free" customer," DEE - Working Papers. Business Economics. WB wb092903, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    2. Yuxin Chen & Yogesh V. Joshi & Jagmohan S. Raju & Z. John Zhang, 2009. "A Theory of Combative Advertising," Marketing Science, INFORMS, vol. 28(1), pages 1-19, 01-02.
    3. Christophe Van den Bulte & Yogesh V. Joshi, 2007. "New Product Diffusion with Influentials and Imitators," Marketing Science, INFORMS, vol. 26(3), pages 400-421, 05-06.
    4. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. " Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 454-462, March.
    5. Villas-Boas, J. Miguel, 1997. "Comparative Statics of Fixed Points," Journal of Economic Theory, Elsevier, vol. 73(1), pages 183-198, March.
    6. Andrea Galeotti & Sanjeev Goyal, 2009. "Influencing the influencers: a theory of strategic diffusion," RAND Journal of Economics, RAND Corporation, vol. 40(3), pages 509-532.
    7. Vives, Xavier, 1990. "Nash equilibrium with strategic complementarities," Journal of Mathematical Economics, Elsevier, vol. 19(3), pages 305-321.
    8. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    9. Katz, Michael L & Shapiro, Carl, 1985. "Network Externalities, Competition, and Compatibility," American Economic Review, American Economic Association, vol. 75(3), pages 424-440, June.
    10. Bramoulle, Yann & Kranton, Rachel, 2007. "Public goods in networks," Journal of Economic Theory, Elsevier, vol. 135(1), pages 478-494, July.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. repec:eee:ijrema:v:30:y:2013:i:3:p:236-248 is not listed on IDEAS
    2. Zsolt Katona, 2013. "Competing for Influencers in a Social Network," Working Papers 13-06, NET Institute.
    3. repec:eee:jouret:v:92:y:2016:i:1:p:25-39 is not listed on IDEAS
    4. 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.
    5. repec:eee:joinma:v:27:y:2013:i:4:p:270-280 is not listed on IDEAS

    More about this item

    Keywords

    Word-of-mouth; Game theory; Competition; CRM; C72; M37;

    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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