Social Media Marketing Game Theory and the Emergence of Collaboration /

• Main Author: Anderson, Eric (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
• Subjects: Business.; Marketing.; Industrial management.; Economic theory.; Business and Management.; Economic Theory/Quantitative Economics/Mathematical Methods.; Media Management.

Does social media marketing signal the death of advertising, or its rebirth? Or is it merely the trend of the moment, destined for over-saturation and burnout? The current mania for social media clouds the marketer's vision with both overheated hype and dire predictions, none of which brings us...

Table of 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.