IDEAS home Printed from https://ideas.repec.org/a/wly/mgtdec/v42y2021i7p1865-1885.html

Choice of pricing and advertising schemes for a two‐sided platform

Author

Listed:
  • Yongyi Zhou
  • Yulin Zhang
  • Mark Goh

Abstract

This paper examines the pricing and choice of advertising schemes for a two‐sided platform considering two business models, each with two advertising schemes. In the “1‐n” model, the prices on the provider side are the same in the two schemes; however, the price in the “1‐1“ model is always higher under the “HA” scheme. The results suggest that the preferred choice for the platform regarding the advertising schemes is the same as that in the two models. We extend our model in several directions and draw some management insights for a two‐sided platform for the platform operator.

Suggested Citation

  • Yongyi Zhou & Yulin Zhang & Mark Goh, 2021. "Choice of pricing and advertising schemes for a two‐sided platform," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(7), pages 1865-1885, October.
    • Handle: RePEc:wly:mgtdec:v:42:y:2021:i:7:p:1865-1885
    DOI: 10.1002/mde.3351
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/mde.3351
    Download Restriction: no
    File URL: https://libkey.io/10.1002/mde.3351?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Elizabeth Schroeder & Carol Horton Tremblay & Victor J. Tremblay, 2021. "Confidence bias and advertising in imperfectly competitive markets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 885-897, June.
    2. Fehmi Tanrısever & S. Sinan Erzurumlu & Nitin Joglekar, 2012. "Production, Process Investment, and the Survival of Debt‐Financed Startup Firms," Production and Operations Management, Production and Operations Management Society, vol. 21(4), pages 637-652, July.
    3. Susan Athey & Emilio Calvano & Joshua S. Gans, 2018. "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition," Management Science, INFORMS, vol. 64(4), pages 1574-1590, April.
    4. Ron Adner & Jianqing Chen & Feng Zhu, 2020. "Frenemies in Platform Markets: Heterogeneous Profit Foci as Drivers of Compatibility Decisions," Management Science, INFORMS, vol. 66(6), pages 2432-2451, June.
    5. Chernonog, Tatyana, 2020. "Inventory and marketing policy in a supply chain of a perishable product," International Journal of Production Economics, Elsevier, vol. 219(C), pages 259-274.
    6. Dawoon Jung & Byung Cho Kim & Myungsub Park & Detmar W. Straub, 2019. "Innovation and Policy Support for Two-Sided Market Platforms: Can Government Policy Makers and Executives Optimize Both Societal Value and Profits?," Information Systems Research, INFORMS, vol. 30(3), pages 1037-1050, September.
    7. S. Jørgensen & G. Zaccour, 1999. "Equilibrium Pricing and Advertising Strategies in a Marketing Channel," Journal of Optimization Theory and Applications, Springer, vol. 102(1), pages 111-125, July.
    8. Lin Hao & Hong Guo & Robert F. Easley, 2017. "A Mobile Platform's In‐App Advertising Contract Under Agency Pricing for App Sales," Production and Operations Management, Production and Operations Management Society, vol. 26(2), pages 189-202, February.
    9. Miguel González-Maestre & Francisco Martínez-Sánchez, 2015. "Quality choice and advertising regulation in broadcasting markets," Journal of Economics, Springer, vol. 114(2), pages 107-126, March.
    10. Jie Zhang, 2006. "An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers' Reactions to In-Store Display and Feature Advertising," Marketing Science, INFORMS, vol. 25(3), pages 278-290, 05-06.
    11. Mian, G. Mujtaba & Sharma, Piyush & Gul, Ferdinand A., 2018. "Investor sentiment and advertising expenditure," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 611-627.
    12. Baxter, William F, 1983. "Bank Interchange of Transactional Paper: Legal and Economic Perspectives," Journal of Law and Economics, University of Chicago Press, vol. 26(3), pages 541-588, October.
    13. Marc Ivaldi & Catherine Muller-Vibes, 2018. "The differentiated effect of advertising on readership: evidence from a two-sided market approach," Marketing Letters, Springer, vol. 29(3), pages 363-376, September.
    14. Ralf Dewenter & Ulrich Heimeshoff, 2017. "Predicting Advertising Volumes Using Structural Time Series Models: A Case Study," Economics Bulletin, AccessEcon, vol. 37(3), pages 1644-1652.
    15. Karray, Salma & Martín-Herrán, Guiomar, 2009. "A dynamic model for advertising and pricing competition between national and store brands," European Journal of Operational Research, Elsevier, vol. 193(2), pages 451-467, March.
    16. Dye, Chung-Yuan, 2020. "Optimal joint dynamic pricing, advertising and inventory control model for perishable items with psychic stock effect," European Journal of Operational Research, Elsevier, vol. 283(2), pages 576-587.
    17. Tong, Tingting & Dai, Hongyan & Xiao, Qin & Yan, Nina, 2020. "Will dynamic pricing outperform? Theoretical analysis and empirical evidence from O2O on-demand food service market," International Journal of Production Economics, Elsevier, vol. 219(C), pages 375-385.
    18. H. Dharma Kwon, 2010. "Invest or Exit? Optimal Decisions in the Face of a Declining Profit Stream," Operations Research, INFORMS, vol. 58(3), pages 638-649, June.
    19. Richard Schmalensee, 2002. "Payment Systems and Interchange Fees," Journal of Industrial Economics, Wiley Blackwell, vol. 50(2), pages 103-122, June.
    20. Jing Li & Yulin Zhang, 2021. "More market awareness, more profit? Competitive environments, business expansions, and two‐sided markets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(2), pages 249-267, March.
    21. Lihao Lu & Qinglong Gou & Wansheng Tang & Jianxiong Zhang, 2016. "Joint pricing and advertising strategy with reference price effect," International Journal of Production Research, Taylor & Francis Journals, vol. 54(17), pages 5250-5270, September.
    22. Dokyun Lee & Kartik Hosanagar & Harikesh S. Nair, 2018. "Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook," Management Science, INFORMS, vol. 64(11), pages 5105-5131, November.
    23. Kfir Eliaz & Ran Spiegler, 2020. "Incentive‐compatible advertising on nonretail platforms," RAND Journal of Economics, RAND Corporation, vol. 51(2), pages 323-345, June.
    24. Shen, Yuelin, 2018. "Pricing contracts and planning stochastic resources in brand display advertising," Omega, Elsevier, vol. 81(C), pages 183-194.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yongyi Zhou & Yulin Zhang & M.I.M. Wahab, 2022. "Optimal pricing and choice of platform advertising schemes considering across‐side network effect," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(4), pages 1059-1079, June.
    2. Chokri Aloui & Khaïreddine Jebsi, 2022. "Does corporate social responsibility solve the chicken‐and‐egg problem for a two‐sided platform?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 3235-3256, October.
    3. Haowen Fan & Yulin Zhang & Yang Geng, 2022. "How to avoid your opponent's aggressive competition? The interplay between same‐side network externality and agent information level in two‐sided markets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 2794-2816, October.
    4. Lin Chen & Ting Dong & Guofang Nan & Qinzi Xiao & Meng Xu & Junren Ming, 2023. "Impact of the introduction of marketplace channel on e‐tailer's logistics service strategy," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(5), pages 2835-2855, July.
    5. Soumya Kanta Mishra & Sumit Sarkar & Apratim Guha, 2025. "Should Both Platforms Be Kept Operational After a Merger of Two Social Media Businesses?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(5), pages 2911-2928, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yongyi Zhou & Yulin Zhang & M.I.M. Wahab, 2022. "Optimal pricing and choice of platform advertising schemes considering across‐side network effect," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(4), pages 1059-1079, June.
    2. Ma, Shigui & He, Yong & Gu, Ran, 2021. "Joint service, pricing and advertising strategies with tourists’ green tourism experience in a tourism supply chain," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Liu, Chao & Chen, Weidong & Zhou, Qian & Mu, Jing, 2021. "Modelling dynamic freshness-keeping effort over a finite time horizon in a two-echelon online fresh product supply chain," European Journal of Operational Research, Elsevier, vol. 293(2), pages 511-528.
    4. Dye, Chung-Yuan, 2020. "Optimal joint dynamic pricing, advertising and inventory control model for perishable items with psychic stock effect," European Journal of Operational Research, Elsevier, vol. 283(2), pages 576-587.
    5. Lin, Xuxun & Wang, Haiyan, 2022. "Dynamic pricing for online information services considering service duration and quality level," Omega, Elsevier, vol. 109(C).
    6. Robert M. Hunt & Konstantinos Serfes & Yin Zhang, 2025. "Interchange Fees in Payment Networks: Implications for Prices, Profits, and Welfare," Working Papers 25-18, Federal Reserve Bank of Philadelphia.
    7. Pauline Affeldt & Elena Argentesi & Lapo Filistrucchi, 2021. "Estimating Demand with Multi-Homing in Two-Sided Markets," Working Papers wp1165, Dipartimento Scienze Economiche, Universita' di Bologna.
    8. Tan, Hongru & Chen, Xuezheng, 2024. "The no surcharge rule and its welfare implication," International Review of Economics & Finance, Elsevier, vol. 89(PA), pages 1369-1384.
    9. Kari Kemppainen, 2004. "Competition and regulation in European retail payment systems," Microeconomics 0404008, University Library of Munich, Germany.
    10. Fumiko Hayashi, 2008. "The economics of payment card fee structure: what drives payment card rewards?," Research Working Paper RWP 08-07, Federal Reserve Bank of Kansas City.
    11. Rochet, Jean-Charles & Wright, Julian, 2010. "Credit card interchange fees," Journal of Banking & Finance, Elsevier, vol. 34(8), pages 1788-1797, August.
    12. Xie, Jiaping & Zhu, Weijun & Wei, Lihong & Liang, Ling, 2021. "Platform competition with partial multi-homing: When both same-side and cross-side network effects exist," International Journal of Production Economics, Elsevier, vol. 233(C).
    13. Samuel Rutz, 2010. "Interchange Fees as a Mechanism to Raise Rivals' Costs - Some Evidence from Switzerland," Swiss Journal of Economics and Statistics (SJES), Swiss Society of Economics and Statistics (SSES), vol. 146(II), pages 507-532, June.
    14. Aurazo Jose & Vasquez Jose, 2019. "Merchant Card Acceptance: An Extension of the Tourist Test for Developing Countries," Review of Network Economics, De Gruyter, vol. 18(2), pages 109-139, June.
    15. Kemppainen, Kari, 2003. "Competition and regulation in European retail payment systems," Bank of Finland Research Discussion Papers 16/2003, Bank of Finland.
    16. Wright, Julian, 2003. "Pricing in debit and credit card schemes," Economics Letters, Elsevier, vol. 80(3), pages 305-309, September.
    17. Armstrong, Mark, 2002. "Competition in two-sided markets (2002 version)," MPRA Paper 42863, University Library of Munich, Germany.
    18. Dulleck Uwe & Friederiszick Hans W., 2004. "Die Großen Zwei – Wettbewerb im Kreditkartenmarkt? / The Big Two – How Competitive is the Market for Credit Cards," Journal of Economics and Statistics (Jahrbuecher fuer Nationaloekonomie und Statistik), De Gruyter, vol. 224(4), pages 445-470, August.
    19. Wang, Zhu, 2010. "Market structure and payment card pricing: What drives the interchange?," International Journal of Industrial Organization, Elsevier, vol. 28(1), pages 86-98, January.
    20. Rysman Marc & Wright Julian, 2014. "The Economics of Payment Cards," Review of Network Economics, De Gruyter, vol. 13(3), pages 303-353, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:mgtdec:v:42:y:2021:i:7:p:1865-1885. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www3.interscience.wiley.com/cgi-bin/jhome/7976 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.