Cross-Promotion in Social Media: Choosing the Right Allies

• 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
• Institution: Singapore Management University

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...