Реклама в социальной сети как сигнал качества
https://doi.org/10.38050/01300105202125
Аннотация
Реклама в социальной сети обладает рядом характеристик, которые отличают ее от других видов рекламы и которые могут иметь ключевое значение при ответе на вопрос о ее способности служить сигналом качества. В теоретико-игровой модели, представленной в данной работе, монополист посылает рекламный сигнал блогерам-рекламодателям, которые являются «лидерами мнений» в социальной сети. Последние, в свою очередь, принимают решение о размещении рекламного сообщения в своем блоге с учетом влияния, которое это действие может оказать на их репутацию. В работе исследуется вопрос, в каком случае в разделяющем равновесии реклама может служить достоверным сигналом качества
Об авторе
К. Ю. Тимербулатова
МГУ имени М. В. Ломоносова
Россия
Россия
Тимербулатова Камилла Юсефовна — аспирант, экономический факультет
Москва
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Рецензия
Для цитирования:
Тимербулатова К.Ю. Реклама в социальной сети как сигнал качества. Вестник Московского университета. Серия 6. Экономика. 2021;1(2):118-139. https://doi.org/10.38050/01300105202125
For citation:
Timerbulatova K.Yu. Social network advertising as a signal of quality. Moscow University Economics Bulletin. 2021;1(2):118-139. (In Russ.) https://doi.org/10.38050/01300105202125
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