A pricing strategy of e-commerce advertising cooperation in the Stackelberg game model with different market power structure

DOI10.3390/A12010024zbMATH Open1461.91133OpenAlexW2908543245WikidataQ128554168 ScholiaQ128554168MaRDI QIDQ2633285FDOQ2633285

Authors: Ling Zhu, Jie Lin 

Publication date: 8 May 2019

Published in: Algorithms (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.3390/a12010024

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zbMATH Keywords

pricing strategyStackelberg game modele-commerce advertising cooperation

Mathematics Subject Classification ID

Marketing, advertising (90B60) Hierarchical games (including Stackelberg games) (91A65) Microeconomic theory (price theory and economic markets) (91B24)

Cites Work

• A two-period game of a closed-loop supply chain
• A game theoretic approach to coordinate pricing and vertical co-op advertising in manufacturer-retailer supply chains
• A survey of game-theoretic models of cooperative advertising
• Retail promotions with negative brand image effects: Is cooperation possible?
• Coordination of cooperative advertising in a two-level supply chain when manufacturer offers discount
• Cooperative advertising models in supply chain management: a review
• Title not available (Why is that?)

Cited In (5)

• Cooperation and decision making in a two-sided market motivated by the externality of a third-party social media platform
• The impact of platform fee scheme on manufacturer-E-tailer co-operative advertising: A game-theoretic analytical study
• A two-stage revenue pricing model for internet advertising with the risk-aversion
• Strategy analysis for a digital content platform considering perishability
• Optimal add-on items recommendation service strength strategy for e-commerce platform with full-reduction-promotion

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