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Social media marketing : game theory and the emergence of collaboration Eric Anderson

By: Material type: TextTextPublication details: Heidelberg ; New York : Springer, c2010.Description: x, 188 p. : ill. ; 25 cmISBN:
  • 978-3642436208
Subject(s): DDC classification:
  • 658.872 22
LOC classification:
  • HF5415.1265 .A53 2010
Other classification:
  • 650
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.872 AN SO (Browse shelf(Opens below)) 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.

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