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	Provedor de dados AgEcon (1) Autor Chuhay, Roman (1) Palavra-chave Advertisement (1) D21 (1) D42 (1) D60 (1) D83 (1) Diffusion (1) Environmental Economics and Policy (1) Homophily (1) L11 (1) L12 (1) Marketing (1) Monopoly (1) Networks (1) Pricing Strategy (1) Product Design (1) Random Graphs (1) Social Networks (1) Viral Marketing (1) Word of Mouth (1) Mais... Tipo do documento Working or Discussion Paper (1) Ano 2010 (1) País United States (1) Idioma Inglês (1)		Ordenar por:  Relevância Autor Título Ano Registros recuperados: 1 Primeira ... 1 ... Última Marketing via Friends: Strategic Diffusion of Information in Social Networks with Homophily AgEcon Chuhay, Roman. The paper studies the impact of homophily on the optimal strategies of a monopolist, whose marketing campaign of new product relies on a word of mouth communication. Homophily is a tendency of people to interact more with those who are similar to them. In the model there are two types of consumers embedded into a social network, which differ in friendship preferences and desirable design of product. Consumers can learn about the product directly from an advertisement or from their neighbors. The monopolist chooses the product design and price to influence a pattern of communication among consumers. We find a number of results: (i) for low levels of homophily the product attractive to both types of consumers is preferred to specialized products; (ii) the... Tipo: Working or Discussion Paper Palavras-chave: Networks; Word of Mouth; Viral Marketing; Homophily; Diffusion; Social Networks; Random Graphs; Monopoly; Pricing Strategy; Product Design; Marketing; Advertisement; Environmental Economics and Policy; D21; D42; D60; D83; L11; L12. Ano: 2010 URL: http://purl.umn.edu/96667 Registros recuperados: 1 Primeira ... 1 ... Última

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