Competition and integration strategy analysis of advertisement-supporting online social network related services

Yung-Ming Li*, Ching Wen Chen, Yung Shao Yeh

*Corresponding author for this work

研究成果: Conference article同行評審

摘要

Social networking related services (SNS) become increasingly popular communication and interaction mediums over internet. As most of the SNS are free, the providers generate revenues from advertising and other extension services. This paper investigates the advertising strategy and the strategic of compatibility and co-opetition between two social networking related services. Utilizing game theoretic model, we show that the providers will benefit from both service and business integration, however, the users are always worse when SNS services are compatibly connected. The users will always gain from the quality (features) competition, however, brand competition may hurt the customers as more disturbing ads will be exerted. In general, business integration will result in a higher diversity if ads exerted in two IM services.

原文English
頁(從 - 到)174-180
頁數7
期刊Proceedings of the International Conference on Electronic Business (ICEB)
出版狀態Published - 1 十二月 2007
事件7th International Conference on Electronic Business, ICEB 2007 - Taipei, Taiwan
持續時間: 2 十二月 20076 十二月 2007

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