全球智库信息集成服务系统(G2TT): Marketing via Friends: Strategic Diffusion of Information in Social Networks with Homophily

G2TT

来源类型	FEEM working papers "Note di lavoro" series
规范类型	论文
	Marketing via Friends: Strategic Diffusion of Information in Social Networks with Homophily
	Roman Chuhay
发表日期	2010
出处	Climate Change and Sustainable Development
出版年	2010
语种	英语
摘要	The paper studies the impact of homophily on the optimal strategies of a monopolist, whose marketing campaign of new product relies on a word of mouth communication. Homophily is a tendency of people to interact more with those who are similar to them. In the model there are two types of consumers embedded into a social network, which differ in friendship preferences and desirable design of product. Consumers can learn about the product directly from an advertisement or from their neighbors. The monopolist chooses the product design and price to influence a pattern of communication among consumers. We find a number of results: (i) for low levels of homophily the product attractive to both types of consumers is preferred to specialized products; (ii) the price elasticity is increasing in homophily; (iii) an increase in the homophily benefits both the monopolist and consumers; and (iv) the product attractive to both types may be optimal even if the monopolist obtains profits only from sales to one type of consumers.
特色分类	D21;D42;D60;D83;L11;L12
关键词	Networks Word of mouth Viral marketing Homophily Diffusion Social networks Random graphs Monopoly Pricing strategy Product design Marketing Advertisement
URL	https://www.feem.it/en/publications/feem-working-papers-note-di-lavoro-series/marketing-via-friends-strategic-diffusion-of-information-in-social-networks-with-homophily/
来源智库	Fondazione Eni Enrico Mattei (Italy)
资源类型	智库出版物
条目标识符	http://119.78.100.153/handle/2XGU8XDN/117893
推荐引用方式 GB/T 7714	Roman Chuhay. Marketing via Friends: Strategic Diffusion of Information in Social Networks with Homophily. 2010.

条目包含的文件
文件名称/大小	资源类型	版本类型	开放类型	使用许可
2010922133441Nota_di（71KB）	智库出版物		限制开放	CC BY-NC-SA	浏览
20109221334214NDL201（671KB）	智库出版物		限制开放	CC BY-NC-SA	浏览