Social media marketing : game theory and the emergence of collaboration
By: Anderson, Eric
Material type:
BookPublisher: Heidelberg ; New York : Springer, c2010.Description: x, 188 p. : ill. ; 25 cm.ISBN: 978-3642436208Subject(s): Internet marketing | Social media | Game theory | Customer relations | Online-Marketing | World Wide Web 2.0 | Soziales Netzwerk | Soziale Software | Verbraucherverhalten | SpieltheorieDDC classification: 658.872 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.872 AN SO (Browse shelf) | Available | T0051104 |
Includes bibliographical references (p. [181]-188).
Social media represents a challenge to the traditional model of mass media, which in turn represents a challenge to traditional mass marketing. This book examines multiple facets of the new media experience through the lens of game theory concepts.
Surviving the Customer.- Zero-Sum Games in Traditional Marketing.- The Prisoner's Dilemma and the Emergence of Cooperation.- Consumer Revolt and the Rising Cost of Defection.- Sustaining Marketer-Consumer Cooperation through Coordination Games.- Crowdsourcing and Schelling's Theory of Self-Command.- Content Popularity and Spence's Theory of Costly Signaling.- Kapferer's Prism and the Shifting Ground of Brand Identity.- Maxwell's Demon and the Dwindling Supply of Consumer Attention.