Research on the dynamic incentive mechanism of information sharing in social network services based on reputation mechanism
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Social network services are changing the ways in which people use and engage with each other, which have become widely used as an important tool for information sharing in recent years. So it is important for enterprise to make use of social network services to improve network marketing performance. One of the most important aspects is encouraging marketer to make full use of social network services for information sharing. This study establishes a dynamic model based on reputation mechanism and explicit incentive mechanism for information sharing in social network services. Furthermore, this model is compared with a model of explicit incentive contract without reputation mechanism. Our results show that when considering the reputation mechanism, marketer’s effort and income are both improved in the first and second stage; compared with the model of explicit incentive contract without reputation mechanism, the dynamic model that introduces reputation mechanism can achieve Pareto improvement and increase incentive intensity and play a good restriction for marketer.
KeywordsSocial network services Information sharing Reputation mechanism The model of optimal dynamic contract
National Natural Science Foundation of China; 71272066 and 71672195.
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