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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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2015
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| Subjects: | |
| 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 |