An Experimental Investigation of Product Competition and Marketing in Social Networks
We conduct computational experiment using Facebook data to evaluate competing firms’ initial market seeding and subsequent targeted marketing strategies that influence consumers’ new product adoption decisions. We find that firms generally overspend their advertising budget in the market seeding pha...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2016
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/sis_research/3427 https://ink.library.smu.edu.sg/context/sis_research/article/4428/viewcontent/ExptInvProdtCompetitionMktSocNetworks_CSWIM2016.pdf |
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| Institution: | Singapore Management University |
| Language: | English |