Viral marketing strategies with dual incentives
作者：
Highlights：
• A two-stage viral marketing model with dual incentives is constructed, and thresholds of each stage are derived.
• The positive effect of incentives on purchasing and message diffusion is found in an empirical study.
• A profit maximization problem is constructed to find homogeneous and heterogeneous optimal dual incentives.
• The promotion incentive is more effective when the profit of each product is small, but the adoption incentive is necessary otherwise.
• Heterogeneous incentives show different peculiarities between adoption and promotion incentives.
摘要
•A two-stage viral marketing model with dual incentives is constructed, and thresholds of each stage are derived.•The positive effect of incentives on purchasing and message diffusion is found in an empirical study.•A profit maximization problem is constructed to find homogeneous and heterogeneous optimal dual incentives.•The promotion incentive is more effective when the profit of each product is small, but the adoption incentive is necessary otherwise.•Heterogeneous incentives show different peculiarities between adoption and promotion incentives.
论文关键词：Viral marketing,Dual incentive,Heterogeneous incentive,N-Intertwined model,Optimization,Customer behavior
论文评审过程：Received 7 October 2021, Revised 10 May 2022, Accepted 17 July 2022, Available online 21 July 2022, Version of Record 31 July 2022.
论文官网地址：https://doi.org/10.1016/j.elerap.2022.101180
