Title :
The Role of Advertising and Promotion Strategy of Media Firms in Two-Sided Markets with Negative Network Externality
Author_Institution :
Math. Coll., Jilin Normal Univ., Siping, China
Abstract :
Regarding to the dynamic game relation between media and manufacturer (advertiser) in practice and to the enhancement of marketing awareness about media brand in itself, We intend to explore the role of advertising and promotion strategy of media firms in two-sided markets with negative cross-market network effect. Two Stackelberg game models composed of one manufacturer and two competing media firms are developed and compared. This paper examines the influences of advertising and promotion strategy of media firms on its own competitive advantages and the manufacturer´s advertising strategies.
Keywords :
advertising; game theory; Stackelberg game model; advertising; dynamic game relation; marketing awareness; media brand; media firms; negative cross-market network effect; negative network externality; promotion strategy; two-sided markets; Advertising; Elasticity; Games; Industries; Media; Optimization;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998303
