Cross-Promotion in Social Media: Choosing the Right Allies

Cross-Promotion in Social Media: Choosing the Right Allies

This paper investigates the strategic use of cross-promotion for content producers in social media. In particular, we study how a producer chooses other producers to cross-promote so as to maximize the expected benefits of them cross-promoting him/her in return. Theories on homophily effect and soci...

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Bibliographic Details
Main Authors: SONG, Tingting, Qian TANG
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2015
Subjects:
homophily
social influence
cross-promotion
common friends
status
Computer Sciences
Social Media
Online Access:https://ink.library.smu.edu.sg/sis_research/2945
https://ink.library.smu.edu.sg/context/sis_research/article/3945/viewcontent/PACIS_2015_FINAL.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/sis_research/2945
https://ink.library.smu.edu.sg/context/sis_research/article/3945/viewcontent/PACIS_2015_FINAL.pdf

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