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  • 标题:A Model for Optimally Promoting Application Diffusion on Facebook
  • 本地全文:下载
  • 作者:Guoying Zhang ; Charles Johnston ; Chris Shao
  • 期刊名称:International Journal of Marketing Studies
  • 印刷版ISSN:1918-719X
  • 电子版ISSN:1918-7203
  • 出版年度:2014
  • 卷号:6
  • 期号:4
  • 页码:35
  • DOI:10.5539/ijms.v6n4p35
  • 出版社:Canadian Center of Science and Education
  • 摘要:Facebook, the leading social networking site, has opened its platform to developers and allow them to publish
    applications. Subsequently, numerous Facebook applications of various types were designed and deployed.
    Despite a huge portion of applications without business context, there exist a substantially increasing number of
    applications tailored specifically for marketing and advertising. From a business perspective, a Facebook
    application possesses the advantages of low development costs and strong word-of-mouth effect, which provide
    an ideal alternative to traditional advertising formats. This paper utilizes the well-known Bass model for
    forecasting product diffusion, and proposes its adaptation to produce an optimal promotion budget allocation for
    Facebook applications. For a given application promotional budget to be used over a fixed timeframe, the model
    offers a unique solution for allocating the funds between direct promotion and indirect promotion
    (word-of-mouth) in order to achieve a maximum percentage of user installations from the target population of
    potential users. Numerical examples are provided to illustrate the optimal solution and suggestions are made for
    future research necessary to validate the model for possible use by practitioners.
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