Media

Recently, a growing number of media platforms have allowed users to pay for a premium version of their service that removes ads. A classic example is YouTube, which launched YouTube Red that is a paid service with no ads. This is puzzling because these platforms historically rely on advertising revenues to grow. In this research we develop a game theory ... 阅读更多

Viral marketing can be a cost-effective marketing tool to create awareness and reach many new customers. Viral marketing relies on word of mouth and leverages social networks of individuals to spread information. But, what is the optimal seeding strategy? Put differently: who should you target to initiate a viral marketing campaign? Previous research ... 阅读更多