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Social Media or Website? Research on Online Advertising Type Based on Evolutionary Game

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Smart Business: Technology and Data Enabled Innovative Business Models and Practices (WeB 2019)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 403))

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Abstract

Choosing an online advertising channel to maximize the benefit of advertisement has become a main topic for advertisers. This paper constructs a model to describe an evolution process, which includes attention cost and persuasive knowledge of consumers. The results show that attention cost paid by consumers and the persuasive knowledge activated by advertisements may have an important impact on the evolutionary results. Specifically speaking, the model will eventually restrain to social media channel because of the higher attention cost paid by consumers and lower persuasive knowledge activated by advertisement; on the contrary, the model will eventually restrain to website channel because of the lower attention cost paid by consumers and higher persuasive knowledge activated by advertising. Furthermore, the model also suggests that the browsing probability of channel would adjust the evolutionary results. The reliability of conclusions is further verified by an example.

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Acknowledgements

This research is supported by the National Natural Science Foundation of China under Grants (No. 71771122).

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Authors and Affiliations

  1. Nanjing University of Science and Technology, Nanjing, China

    Xiang He, Li Li, Hua Zhang & Xingzhen Zhu

Authors
  1. Xiang He
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  2. Li Li
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  3. Hua Zhang
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  4. Xingzhen Zhu
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Corresponding author

Correspondence to Li Li .

Editor information

Editors and Affiliations

  1. Baruch College, New York, NY, USA

    Karl R. Lang

  2. Bentley University, Waltham, MA, USA

    Jennifer Xu

  3. Oregon State University, Corvallis, OR, USA

    Bin Zhu

  4. University of Utah, Salt Lake City, UT, USA

    Xiao Liu

  5. University of Illinois, Champaign, IL, USA

    Michael J. Shaw

  6. Georgia Institute of Technology, Atlanta, GA, USA

    Han Zhang

  7. University of Washington, Seattle, WA, USA

    Ming Fan

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He, X., Li, L., Zhang, H., Zhu, X. (2020). Social Media or Website? Research on Online Advertising Type Based on Evolutionary Game. In: Lang, K.R., et al. Smart Business: Technology and Data Enabled Innovative Business Models and Practices. WeB 2019. Lecture Notes in Business Information Processing, vol 403. Springer, Cham. https://doi.org/10.1007/978-3-030-67781-7_9

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  • DOI: https://doi.org/10.1007/978-3-030-67781-7_9

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-67780-0

  • Online ISBN: 978-3-030-67781-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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