Platform advertising and targeted promotion: Paid or free?

作者：

Highlights：

• Platform advertising and targeted promotion are studied.

• The positive and negative spillover effects of platform advertising are considered.

• Cost sharing of advertising and targeted promotion is investigated.

• Paid advertising can benefit the seller more than free advertising.

• The exogenous sharing proportion of targeted promotion cost may benefit the seller.

摘要

•Platform advertising and targeted promotion are studied.•The positive and negative spillover effects of platform advertising are considered.•Cost sharing of advertising and targeted promotion is investigated.•Paid advertising can benefit the seller more than free advertising.•The exogenous sharing proportion of targeted promotion cost may benefit the seller.

论文关键词：Supply chain,Platform advertising,Targeted promotion,Online and offline channels

论文评审过程：Received 9 December 2020, Revised 7 February 2022, Accepted 9 July 2022, Available online 16 July 2022, Version of Record 6 August 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101178