Advertising strategies for peer-supported content services

Yung-Ming Li*, Hsu Chia Chang, Jhih Hua Jhang-Li

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

In this research, we analyze advertising strategies adopted by the platform offering peer-supported services and pricing decisions made by the platform offering firm-supported services. The firm-supported service means the traditional online service, whereas the peer-supported service is a novel business model of offering digital goods and services that partly or completely relies on self-organizing communities of individuals who aggregate together to produce a shared outcome. We develop an analytical model in which two service providers implement different business models and further consider whether the peer-supported service should introduce other upstream firms' content to enhance its service quality.

Original languageEnglish
Title of host publicationProceedings of the 11th International Conference on Electronic Commerce, ICEC 2009
Pages370-373
Number of pages4
DOIs
StatePublished - 30 Nov 2009
Event11th International Conference on Electronic Commerce, ICEC 2009 - Taipei, Taiwan
Duration: 12 Aug 200915 Aug 2009

Publication series

NameACM International Conference Proceeding Series

Conference

Conference11th International Conference on Electronic Commerce, ICEC 2009
CountryTaiwan
CityTaipei
Period12/08/0915/08/09

Keywords

  • Display ads
  • Firm-supported service
  • Licenses fees
  • Peer-supported service
  • Pre-roll ads
  • Subscription fees

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